Budweiser Goes on Tour With Mexican Singing Legend Vicente Fernandez

'King of Beers' and 'King of Rancheras' Unite for U.S. Concert Tour and College Scholarships in the Hispanic Community

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Jul 06, 2010, 08:00 ET

ST. LOUIS, July 6 /PRNewswire/ -- Budweiser and Mexican singing legend Vicente Fernandez today announced a three-year partnership, with Budweiser as the presenting sponsor of his much-anticipated tour. The tour kicks off July 16, 2010, in San Diego, Calif., and will make its way to Los Angeles, New York, Chicago, Houston and other major markets through November.

Vicente Fernandez has sold more than 50 million albums, appeared in numerous films and earned global recognition including a star on the Hollywood Walk of Fame, Latin Recording Academy Person of the Year in 2002, inclusion in the International Latin Music Hall of Fame, and the 2009 Grammy for Best Regional Mexican album for "Necesito de Ti."

"Vicente Fernandez is a true cultural icon whose passion and tradition embody Budweiser's proud heritage," said Eduardo Pereda, senior director of multi-cultural marketing, Anheuser-Busch. "Through this partnership, Budweiser will help reach audiences across the country and give some lucky fans a once-in-a-lifetime opportunity to meet the undisputed king of Ranchera music."

Vicente Fernandez will appear in Budweiser's Spanish-language campaign, which will include TV, print, outdoor, interactive and point-of-sale. As part of the partnership, a national sweepstakes will give consumers the chance to win concert tickets, autographed CDs and the opportunity to meet Vicente Fernandez backstage. To enter, U.S. consumers 21 years of age and older (except in Calif.) can text the word CHENTE to 23377.

"In addition to celebrating the music of Vicente Fernandez, we are working together to give back to the community through a college scholarship program benefiting the Hispanic Scholarship Fund, which both 'El Rey' and Budweiser strongly support," said Margarita Flores, senior director of community relations at Anheuser-Busch and a member of the board of directors of the Hispanic Scholarship Fund (HSF). "Since 1982, Budweiser has donated nearly $23 million and awarded 20,000 scholarships to HSF, the nation's leading non-profit organization that supports Hispanic higher education."

Budweiser and the Anheuser-Busch Foundation will donate a scholarship at each concert venue to local chapters of the Hispanic Scholarship Fund, which will provide an additional $100,000 for the organization in 2010.

"I am pleased to collaborate with Budweiser on projects that empower the community, especially the Hispanic Scholarship Fund," said Vicente Fernandez. "We are contributing to education by way of music."

"Budweiser's longtime support of the Hispanic Scholarship Fund has directly touched thousands of Latino students and made it possible to realize their dream of a college education and a future their parents aspired for them," said Frank Alvarez, president and CEO of the Hispanic Scholarship Fund. "We are excited Budweiser and Vicente Fernandez are teaming up to raise Latino community awareness about the importance of a college degree and are providing more scholarships. This is an example of a thoughtful corporation giving back to improve their community."

The tour is produced by Hauser Promotions and Live Nation.

Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 48.9 percent share of U.S. beer sales to retailers. The company brews the world's largest-selling beers, Budweiser and Bud Light. Anheuser-Busch also owns a 50 percent share in Grupo Modelo, Mexico's leading brewer. Anheuser-Busch is a major manufacturer of aluminum cans and has been a leading aluminum recycler for more than 30 years. The company is a wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo. For more information, visit www.anheuser-busch.com.

SOURCE Anheuser-Busch