• by Tanya Gazdik , October 6, 2014

Negra Modelo is rolling out an interactive website and social channels and is kicking off the launch with a Chicago Culinary Tour giveaway for fans inspired by celebrity chef Rick Bayless.

The winner will get to bring three friends on a three-day culinary tour of Chicago in 2015 as part of a Negra Modelo promotion administered solely by the brand. Fans 21 and older can enter by visiting NegraModeloUSA.com through Oct. 31.

The contest is inspired by Chicago-based Bayless, the recent winner of Bravo’s Top Chef Masters and longtime partner of Negra Modelo, a Munich-Dunkel style lager from Mexico.

The beer, one of many Mexican beers in the Constellation Brands family, dates back to 1925 and gets its distinct taste from slow roasting caramel malts. This technique makes the brewing process last twice as long as other beers, deepening the flavor.

“Throughout my travels in Mexico and Latin America, I’ve learned that savory, spicy food needs a strong beer to help balance its boldness,” Bayless said in a release. “With its truly unique, rich flavor, Negra Modelo is the perfect complement for a variety of Mexican dishes.” 

As part of his partnership with the brand, Bayless has created exclusive recipes that pair with Negra Modelo, from Roasted Tomato and Negra Modelo Steamed Mussels to Negra Modelo Slow-Braised Beef Short Ribs. A video on the brand’s website features Bayless talking about the beer and dishes that pair well with it.

The recipes are featured on the brand’s new website, which describes the connection and complementary relationship between good beer and good food. The new digital presence encourages people to describe #theperfectcomplement to their beer on social media and share their own food/beer pairing ideas.

“Negra Modelo beer, combined with great local fare, creates a fiesta of flavor that few other beers are able to live up to,” Bayless said. “This partnership allows me to not only give foodies a taste of how to enjoy the best beer, but also inspire them to share their own complement to Negra Modelo, from a homemade Brava steak dish to an unexpected night out with friends.”

Fans can visit NegraModeloUSA.com and follow the brand @NegraModeloUSA on Twitter, Instagram and Facebook.