Sol is looking to brighten up two lucky fans’ days with a backyard makeover coinciding with Hispanic Heritage Month and Mexican Independence Day.
The Mexican lager, which is marketed and distributed in the United States by Molson Coors Beverage Company, is giving its fans a way to spruce up their outdoor spaces and gather safely in a new way.
The monthlong “Brighten Your Backyard” sweepstakes kicked off this week, and one winner each in the Los Angeles and Dallas areas will soon have a backyard with a fresh look and premium furniture, inspired by the designs of Sol’s home country of Mexico.
“We’re looking to bring some additional brightness to these communities as we celebrate Hispanic Heritage Month and Mexican Independence Day,” says Tim Christmann, associate marketing manager for Sol. “As one of the top Mexican-style beers in the U.S., it’s important for us to pay homage to our Mexican heritage and to the cultures Sol celebrates.”
The promotion comes as the Sol franchise is up overall this year, bolstered by success of its brand extensions, Sol Chelada and Sol Limón y Sal, Christmann says.
Velocity also has improved over the course of the pandemic, data show, particularly in the brand’s core markets in central and western states.
As part of the promotion, Sol is donating $10,000 to UnidosUS, a nonprofit organization that supports Latino communities across the United States through educational, economic and health-centered programs. UnidosUS is the largest Latino civil rights and advocacy organization in the country.
To enter, legal-age drinkers must visit the sweepstakes website. Eligible consumers can enter once per day through Oct. 9. Two winners will be randomly selected in mid-October.
“While these products celebrate Sol’s rich heritage with authentic Mexican flavors, the backyard makeover will give our winners something to look forward to this fall, and that’s something we’ve all needed this year,” Christmann says.