Sol spotlights lack of Latino artist representation in U.S. museums

Sol, the Mexican cerveza known for its colorful packaging, is standing up for Latino artists.

Despite comprising 19% of the U.S. population, Latino artists’ work accounts for just 2.8% of the art on display in the top 18 American art museums, according to a 2019 study.

“Sol champions Latino artists, and we love to highlight people’s originality, authenticity and self-expression,” says Angela Gerlach, associate marketing manager for Sol. “It’s obvious Latino artists need more representation in museums — 2.8% is clearly not enough.”

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.”

The brand is offering fans a chance to win one of the bottles, as well as Sol merchandise and a gift card they can use for a 12-pack of Sol. Legal-age drinkers can visit through Oct. 15 to enter.

During Hispanic Heritage Month, Sol also is donating a portion of sales from its packaging featuring the work of Mexican street artist Farid Rueda to the U.S. Latinx Art Forum. The brand will donate $2.80 of every case up to $20,000 to the organization, which supports Latino artists.

“As an organization dedicated to the art and art history of the Latinx community, the U.S. Latinx Art Forum (USLAF) is thrilled to partner with Sol to bring greater attention to Latinx artists’ creativity and cultural significance, as well as the ongoing need for greater representation in the art world and the broader cultural sector,” says Adriana Zavala, the group’s executive director. “This partnership helps strengthen USLAF’s programs and operations that provide direct material support to visual artists.”

Meanwhile, Sol Chelada, the No. 1 chelada brand in Mexico, released its new Mango y Chamoy Chelada flavor last month. Sold in 24-ounce single serves in Sol’s key markets, it’s the brand’s first flavor innovation since its Limon y Sal variety was introduced in 2020.

The brand also is sponsoring the North American tour of popular Mexican regional band Banda MS, aiming to introduce more consumers to its cheladas and lager this year.

“The chelada segment is on fire right now, and that’s due to consumers looking for more flavor,” says Kacy Raffe, associate marketing manager for Sol. “Mango y Chamoy gives juicy mango flavor followed by a perfect balance of sweet, salty and tangy tartness with a satisfying savory chili heat near the finish. It definitely delivers on flavor.”