On June 9 Presidente beer, the number one selling beer of the Caribbean, which was founded in 1935 in the Dominican Republic and now owned by Anheuser-Busch, announced a big-dollar tie-in with Warner Bros. Pictures’ In The Heights, a film based on the origional musical which many expect to be one of the biggest summer movies of 2021.
With music and lyrics by Lin-Manuel Miranda of Hamilton fame, In The Heights takes place in New York City’s largely Hispanic Washington Heights neighborhood and revolves around a $96 thousand lottery ticket and how it could change a winner’s life.
In anticipation of the film’s release in theaters and on HBO Max on June 11, and in honor of the vibrant, Washington Heights community celebrated in the film, Presidente is giving away $96,000 to one lucky winner with the best idea as to how they’d spend the life-changing sum.
“We are beyond thrilled to partner with Warner Bros and a film like ‘In the Heights’, that boldly celebrates Dominican and Hispanic culture,” said Alex Monroy, Senior Brand Director, Presidente at Anheuser-Busch. “As the beer of the Dominican Republic, this partnership gives us the opportunity to champion not only our brand birthplace but also the cultural identities and stories of many Hispanic communities and Presidente drinkers stateside.”
In a bid create the “leading beverage company in the Caribbean,” the Presidente beer brand was purchased by Anheuser-Busch in 2016 for more than $1.2 billion. And obviously this promotion targets Hispanic beer-lovers around the world with it’s tie-in to a huge movie which is also expected to attract a similar audience.
To enter, beer lovers (21+) will need to upload a photo to Facebook and/or Instagram detailing how $96,000k could change your life. You’ll also need to tag and follow @presidenteusa + @Intheheightsmovie using #contest.
“We know $96,000 can change someone’s life for the better,” said former New York Yankees star Alex Rodriguez who joined Anheuser-Busch as co-owner and Chairman of Presidente USA in 2020. “Just like the musical and movie, this money can help turn dreams into reality.”
Rodriguez, who grew up in Washington Heights, will lead a small panel tasked with reviewing submissions and selecting a worthy recipient of the $96,000 from Presidente.