New York-based artist Raelis Vasquez joins former baseball superstar Alex Rodriguez as one face of Presidente’s new Be the Presidente advertising campaign championing leaders in Latinx culture who challenge stereotypes, defy conformity and help shape their communities for the better.
“Through this campaign, our goal is to pay homage to our Hispanic roots but, at the same time, recognize and celebrate how Latinx culture continues to evolve through incredible people who shatter stereotypes of the Hispanic diaspora,” Alex Monroy, Senior Brand Director of Presidente at Anheuser-Busch, said.
The campaign highlights A-Rod, Raeils Vasquez and the stories of two other trailblazing Presidente’s – leaders, innovators, and community members who embrace their Hispanic heritage and blend it with their own first-person experiences and passions to help shape the modern Latinx community and culture of today.
- Alex Rodriguez – Presidente of Presidente: The Legendary New York Yankee and President & Chairman of Presidente who has spent his years post-baseball cultivating the next generation of business leaders.
- Raelis Vasquez – Presidente of Culture: An artist whose every painting shines a light on the Dominican American experience, from family to race, class and community.
- Paola Velez – Presidente of Justice: A James Beard finalist and Esquire’s Pastry Chef of The Year who has raised over $2M towards the fight against racism through her organization – Bakers Against Racism.
- Jordan Lopez – Presidente of Freshness: The go-to barber for baseball’s most prestigious players, whose various businesses are pillars of the Washington Height’s community and beyond.
“Each person featured in this campaign has an incredible story to tell and contribution to share. As a proud Dominican American, I see my story reflected in their stories too,” Rodriguez said. “It is important that we continue to highlight the impact Hispanic culture continues to make in this country, and the people who actually make it happen – in our own lives and communities.”
Debuting July 12 and running until Fall 2021, Be the Presidente marks its debut with a 30-second video and series of inspiring portraits that feature this talented slate of Latinx leaders.
To celebrate the launch of Be the Presidente, Presidente, the iconic Dominican Pilsner, is teaming up with Alex Rodriguez’s legendary barber Jordan Lopez for #FreshCutFridays where the brand is giving away free haircuts to New Yorkers from July 30th through to Labor Day. Consumers can enter to win a coveted spot in Lopez’s Presidente barber chair by posting a selfie on their personal Instagram that shows their “need” for a shape-up before the weekend and tagging @presidenteUSA and #FreshCutFridays. In addition, winners will receive a gift card for a free 12-pack of ice-cold Presidente.
“I’m especially proud to be featured alongside Jordan Lopez, who has long been my go-to for a haircut before games,” Rodriguez said. “His incredible talent, hustle and dedication to community is evidenced by his diverse and successful bench of businesses – all along a marquee block in Washington Heights. And – it’s incredible to see what he’s built in the time I’ve known him.”
About Presidente Beer
The number one selling beer of the Caribbean, Presidente was founded in 1935 in the Dominican Republic. Today, it is widely regarded as a symbol of Dominican culture and pride, with the ability to instantly transport drinkers to the island. A Pilsner with a full-bodied, smooth flavor, Presidente is best enjoyed straight from the freezer with a layer of ice known as “una Vestida De Novia.” Presidente is available nationwide and is owned and distributed by Anheuser-Busch. For more information, follow Presidente on Twitter, Facebook and Instagram.