This year, Sol is giving the gift of music.
Molson Coors’ Mexican beer and chelada brand is teaming up with the hit regional Mexican musicians Banda MS for Posadas this year in the U.S. with a chance to experience a virtual concert and meet-and-greet with the award-winning artists.
“Posadas is a time for family and friends to celebrate the holidays with food, games and, especially, music,” says Kacy Raffe, associate marketing manager for Molson Coors’ import brands. “Music is a central part of Posadas, so we can’t wait to bring Banda MS into the homes of Sol drinkers.”
Now through Dec. 12, Banda MS fans can visit solposadas.com to enter for a chance win a private, virtual meet-and-greet with the musicians. Everyone who enters will gain access to the virtual concert on Dec. 19.
Fans can also enter via Instagram, by posting a reel of them lip-syncing to Banda MS’ song “Redes Sociales,” following and tagging @solbeerus and using the hashtags #solposadas and #sweeps.
Ten other winners will receive Posadas party kits, which include a piñata with Mexican candy, a karaoke machine, a seven-point lantern, a holiday sweater, Sol beer and cheladas (in the form of a gift card) and more.
Sol, whose cerveza and cheladas are immensely popular in Mexico, is looking to end 2021 on a strong note. Sol Chelada is up 10.4% for the year, and its Limon y Sal is up more than 12%, according to IRI multi-outlet and convenience data for the week through Nov. 14.
Meanwhile, the brand is looking to build off its new 12-pack of 12-ounce cheladas to gain a better foothold in large-format stores and grocers, and it is seeking to generate excitement for Sol lager by partnering with Mexican street artist Farid Rueda to design the packaging for the brand’s limited-edition artist series. The brand says his unique artistic style will help Sol stand out at retail starting in April.
“When people taste Sol, they love it,” Raffe says. “Our biggest opportunity is raising awareness, and we’re excited to bring more innovation in 2022.”