Maná is ready to run north of the border…
The iconic Mexican rock band, consisting of vocalist/guitarist Fher Olvera, drummer Alex González, guitarist Sergio Vallín and bassist Juan Calleros, will embark on a U.S. tour in support of the group’s upcoming album this June with sponsorship from Mexican Montejo beer, according to brand representatives.
The announcement coincides with the release of Maná’s first single and video from their upcoming album. “Mi Verdad” is the band’s first collaboration with Shakira.
In addition to signing on for Maná’s nationwide tour, Montejo, a newcomer to the Mexican beer market in the U.S., will produce special promotions, including a sweepstakes to attend a private concert by the group in one of the brand’s breweries in Mexico.
“Montejo is a very authentic Mexican beer,” says Patricio Ferrara, director of marketing for Montejo, who says the brand aims to appeal to Spanish language-dominant Mexican consumers in the United States. “For us, it was a very natural partnership with Maná, who we consider to be the best and most authentic Mexican rock band.”
Montejo is produced in Oaxaca by Grupo Modelo and imported to the U.S. by Anheuser-Busch, which bought Grupo Modelo in 2013.
“Montejo is one of the few beers made in México and imported to the United States that doesn’t try to adopt an Anglo personality or try to change what it is,” said, Maná frontman Fher Olvera, who deemed the beer “delicious.”
“It’s important for us to feel the connection with our heritage and our fans, especially when we are traveling,” he added. “We can’t be more proud of having Montejo as our sponsor to help us celebrate our music with our fans in the United States.”
Ferrara said that the brand has made “a significant investment” into its partnership with Maná, set to raise awareness with its Latino target consumers at Maná’s sure to be sold-out concerts. Winners of four Grammy Awards and seven Latin Grammy Awards, Maná is the most successful Latin rock band in the U.S., and the world.
“The partnership will be the largest asset the brand leverages in 2015,” Ferrera said. Maná’s new album is expected in March.
The Mexican rock stars are also set to play the first Rock in Rio USA, taking place in Las Vegas in May.