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(Courtesy Molson Coors)
Sol, the Mexican beer known for its colorful packaging, is standing up for Latino artists who are sorely underrepresented at America’s art museums.
Here’s the deal…
Despite comprising 19% of the US population, Latino artists’ work accounts for just 2.8% of the art on display in the top 18 American art museums, and Sol beer wants to do something about that.
“Sol champions Latino artists, and we love to highlight people’s originality, authenticity and self-expression,” says Angela Gerlach, associate marketing manager for Sol told Beer & Beyond. “It’s obvious Latino artists need more representation in museums — 2.8% is clearly not enough.”
The Sol beer line, which is imported, distributed and marketed in the US by Molson Coors, is one of Mexico’s most beloved brands.
(Courtesy Molson Coors)
To raise awareness of the dearth of Latino representation in American museums, Sol produced a limited run of bottles that display the disparity. Filled with a mere fraction of beer – actually a beer-colored resin – the bottles depict the stark contrast with labels that say, “2.8% IS NOT ENOUGH.”
As part of Sol’s streetwise call to action, the brand is offering fans a chance to win one of these specially designed bottles, as well as Sol merchandise and a gift card they can use for a 12-pack of Sol filled with actual beer.
But that’s not all…
During Hispanic Heritage Month (Sept 15 – Oct 15) Sol will be donating a portion of sales from its packaging featuring the work of Mexican street artist Farid Rueda to the US Latinx Art Forum. That’s $2.80 of every case up to $20,000 donated to the organization, which supports Latino artists.
Meanwhile, Sol Chelada, the #1 chelada brand in Mexico, released its new Mango y Chamoy Chelada flavor last month. Sold in 24-ounce single serves in key Sol markets, it’s the brand’s first flavor innovation since 2020.
Aiming to introduce more consumers to its cheladas and lager this year Sol is also sponsoring the North American tour of popular Mexican regional band Banda MS.
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(All image credits: Molson Coors)
