Mexico’s oldest beer brand has a new collaboration that
celebrates the cultural heritage and modern artistry of its Latin home.
Victoria has teamed up with Grammy-winning Mexican singer-songwriter Carín León, along with Mexican
American designer Brenda Equihua, on exclusive new branded jackets.
The jackets are inspired by traditional Mexican blankets known as cobijas, along with the decorative stitching found on
Mexican boots and the "Sonoran desert’s warm earth tones, textures and imagery,” according to the company. Designer Equihua is known for transforming nostalgic household items, such as the
cobijas, into contemporary fashion. The back of the jacket displays a lion print, which is a “personal tribute” to León's “El León” nickname.
"This
collaboration with Carín and Brenda -- transforming a cobija, a symbol of tradition, into contemporary fashion inspired by Música Mexicana -- embodies the heart of Victoria drinkers and
of the ‘Tu Victoria Está Aquí’ campaign perfectly,” said Royce Carvalho, senior director, brand marketing, Victoria, in a release.
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The collab is the latest
effort in Victoria’s continuing “Your Victory is Here” (Tu Victoria Está Aquí) campaign. A new spot, seen here, depicts a couple arriving to a lively backyard party, wearing cobija jackets with Victoria in tow. Previous ads have featured cobijas as
well as the loteria, a traditional Mexican game of chance similar to bingo.
Consumers can enter a sweepstakes by Aug. 31 for a chance to win the jacket along with a trip for two to the U.S.
leg of León’s “De Sonora, Para el Mundo” tour.