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(J Balvin: Courtesy Miller Lite)
Miller Lite and platinum-selling music superstar J Balvin have created a merch line inspired by the vibe, look, and culture of one of the bodega – those iconic corner stores that sell everything from fresh fruit and bread to Miller Lite.
“For millions of people, a stop at the bodega is part of their daily routine,” said J Balvin. “It’s a space deeply rooted in community, where you always know what you’re looking for but never know what you’re going to get – a place where street style meets convenience. This collection is reflective of that easy but functional vibe.”
Available now on Miller Lite’s e-commerce site, the bodega collection offers everything from t-shirts to shorts, a varsity jacket and even a bucket hat that doubles as a beer bucket.
Miller Lite’s partnership with J Balvin, whose real name is Jose Alvaro Osorio Balvin, is part of the company’s biggest-ever marketing effort targeting Latino drinkers, America’s fastest growing demographic.
(Courtesy Miller Lite)
Over the course of the partnership, J Balvin has taken fans behind the scenes when he’s hanging with friends and just being himself – Jose – for what the brand called Es Jose Time.
“At the end of the day, I’m José, a guy who loves spending time with his close friends, and ‘Es José Time’ shows just that,” said J Balvin. “I’m proud to be working with a legendary beer like Miller Lite, and I appreciate that they embrace me for who I am.”
The musician starred in several TV spots, and Miller Lite handed over its iconic white pint to J Balvin, whose bright insignia adorned the aluminum bottles earlier this year.
“Our work with J Balvin is paying dividends,” Annette Marroquin-Perfetti, associate marketing manager for Miller Lite told Beer & Beyond…
“Our partnership with J Balvin has been a perfect fit for Miller Lite drinkers and this latest collaboration is a perfect example of doing something that embodies both Miller Lite and J Balvin while giving back to the Latino community.”
And all proceeds from BodegaWear sales benefit Accion Opportunity Fund, an organization that supports Latino-owned small businesses.
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(All image credits: Miller Lite)
