Bohemia Beer Searches for Next Great Artist

Mexican Beer Brand Launches Art Contest to Celebrate its Alignment with Frida Kahlo

News provided by

May 17, 2011, 11:13 ET

NEW YORK, May 17, 2011 /PRNewswire/ -- Bohemia, the premium Mexican beer, is inviting all artists 21 and older to enter Bohemia's "The Kahlo Challenge" May 17-June 13 by submitting an original painting inspired by Frida Kahlo's life and work for the chance to win a $10,000 cash prize. In order to qualify, the painting must include Bohemia imagery (name, logo, bottle or label) and be clearly inspired by Kahlo's genre. In addition to these criteria, entries will be judged on creativity and originality; quality of composition and design; and overall impression.

(Logo: http://photos.prnewswire.com/prnh/20110517/LA03655)

"Bohemia beer is proud of its Mexican origins and exemplifies quality, elegance and complexity; much like Frida Kahlo's works. We weren't surprised to discover through our journey with the Kahlo family that Frida herself was a fan of Bohemia," says Felix Palau, vice president of marketing for Bohemia. "We are excited to see how our consumers interpret Kahlo's distinctive artistic style and Bohemia imagery in their pieces."

Mara de Anda Romero, Frida's grandniece, will serve as one of the three expert judges to offer her invaluable perspective on capturing the essence of Kahlo's art. She will be joined by Trinidad Fombella, exhibitions manager and assistant curator at New York's El Museo del Barrio, and a Bohemia brand executive.

The panel of judges will be awarding the top three paintings from the submitted entries a $10,000, $5,000 and $2,000 cash prize, respectively. Additionally, the grand prize winner will have his or her painting exhibited—along with memorabilia from Frida's Casa Azul—during a VIP event in New York City celebrating the alignment between Frida Kahlo and Bohemia.

To enter, participants should send a photo of their original painting to [email protected]. Approved entries will be uploaded to Bohemia's Facebook page for art aficionados to view and vote for their favorites. For additional information on rules and regulations, please visit "The Kahlo Challenge" tab on www.Facebook.com/BohemiaBeer.

About Bohemia

Considered one of the finest beers in the industry since its launch at the turn of the 20th century by Cerveceria Cuauhtemoc Moctezuma (CCM), Bohemia is an authentic Mexican beer made especially for connoisseurs who appreciate its distinctive and impeccable taste.

Named after the Czech region, one of the world's most recognized brewing areas, it is a full, rich beer that is almost wine-like in its earthy complexity. The deep but subtle aromas of fruit, roasted barley and minerals give way to flavors that have almost a cocoa-like bitterness paired with sweet hints of vanilla. Its lively carbonation is perfectly balanced with its overall richness. Bohemia's label design and golden neck and cap highlight its aspect of exclusivity and elegance.

Distributed by Heineken USA, the brand prides itself on its quality and authenticity.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.

SOURCE Heineken USA