Sol is getting into the spirit this holiday season with a limited-edition calendar that features 25 days of gifts created by artists who blend Mexican and American heritage.
Working with eight Mexican-American artists, the brand has assembled a series of gifts that offer a unique twist on Mexican cultural icons such as pan dulce, luchadores and items with popular Mexican sayings.
Stylized after the traditional Lotería, a game of chance popular across Mexican culture that's similar to bingo, the Sol Holiday Calendar will contain distinctive items spread across 25 days.
“This unique holiday calendar blends Mexican and American culture into something completely original,” says Brittany Lanier, a MillerCoors marketing manager. “By partnering with up-and-coming Mexican-American artists, Sol is transforming a traditional holiday activity into an exciting cultural experience."
Featured artists include: Kathy Cano-Murillo, founder of Crafty Chica; Gabriel Colon, co-founder of Hecho En; Rubén Darío Villa, founder of Fúchila Fresheners; Cristina Martinez, founder of Very That; Rolando Quintero, founder of Mercado El Catrin; Jessica Resendíz, founder of Raggedytiff; Noelle Reyes, founder of Mi Vida Boutique; and BarbacoApparel.
A limited number of the $30 calendars are available starting today on SolHolidayCalendar.com while supplies last. They are expected to arrive to buyers’ doors by Dec. 1.
The calendars are the brand’s latest effort to connect with Sol’s target consumer: younger legal-age drinkers interested in new experiences, Lanier says. Since the brand’s relaunch under MillerCoors in 2018, “we’re striking a chord with our target consumer through our unique messaging and our vibrant, upbeat marketing approach."
Buoyed by the 2019 release of Sol Chelada, the Sol brand franchise is up 45.7% year-to-date in case volume, far outpacing the import segment and the beer category as a whole, according to Nielsen all-outlet and convenience data through Oct. 26.
The brand also is prepping for the Feb. 1 launch of Sol Limón y Sal, which uses the same recipe as Mexico’s No. 1-selling Limón y Sal.
“We’re excited because we know this is something consumers already are looking for,” Lanier says. “Limón y Sal is a great extension for Sol, and we’re expecting this new launch to further strengthen our total franchise and continue to build on the momentum we’ve seen so far.”