LOS ANGELES, May 3, 2017 /PRNewswire/ -- Estrella Jalisco, the light-flavored pilsner beer with more than 100 years of Mexican brewing tradition, is helping people celebrate safely on Cinco de Mayo by offering up to 10,000 discounted Lyft rides in the greater Los Angeles area on Friday, May 5. The brand is encouraging consumers to leave their car keys at home and take advantage of two $5 Lyft vouchers per person during peak hours on Cinco de Mayo – between 5 p.m. and 5 a.m., using discount code ESTRELLAJALISCO on the Lyft app.1 This safe ride partnership aims to make it easy for people to be part of the 160 million American adults who regularly make a plan to get home safely.2
"We know that many beer lovers like to celebrate on Cinco de Mayo and through our partnership with Lyft we're able to help them celebrate the holiday responsibly," said Yonathan Bendesky, Brand Director for Anheuser-Busch, Mexican Imports. "Our message is very simple: Be responsible and get home safely by using Lyft – Estrella Jalisco has your back."
To help take the Cinco de Mayo celebration to the next level, Estrella Jalisco has also partnered with reality TV star and Regional Mexican artist Chiquis Rivera, who will be lending her voice to remind consumers about enjoying Cinco de Mayo safely. Estrella Jalisco has a long history with the Rivera family: last year they partnered with the brand to create a hologram performance of Chiquis' late mother Jenni Rivera at the Day of the Dead celebration at Hollywood Forever Cemetery in Los Angeles.
"My values and cultural pride are aligned with Estrella Jalisco, and giving back to my community is at the core of my principles – especially when it comes to encouraging safe celebrations on one of the largest drinking holidays of the year," said Chiquis Rivera. "I'm not only proud to share my cultural heritage with Estrella Jalisco, but I am also proud to support a Mexican brew that takes a responsible approach to celebrating Cinco de Mayo."
In addition to partnering with Lyft and Chiquis Rivera for Cinco de Mayo, Estrella Jalisco also collaborated with Self-Help Graphics (SHG), an East Los Angeles non-profit dedicated to the promotion of the arts in the Chicano and Latino communities. Through its partnership with SHG, the organization tapped L.A. native Martha Carrillo, a visual and theatrical artist, to curate a branded Estrella Jalisco mobile piñata to call attention to the Lyft partnership in a festive way. The Estrella Jalisco mobile piñata will be traveling with a live mariachi band on Cinco de Mayo making surprise visits in and around Los Angeles.
Adults 21 and older can learn more about the brand by visiting www.EstrellaJalisco.com, following @EstrellaJalisco on Instagram using #EstrellaJalisco, and visiting the Estrella Jalisco Facebook page.
About Estrella Jalisco
With more than 100 years of Mexican brewing tradition, Estrella Jalisco is a refreshing, light-flavored pilsner beer from Guadalajara, Jalisco, and contains 4.5 percent alcohol by volume (ABV). It is best enjoyed in a wide-top pilsner glass to bring out its true flavor and aroma while allowing drinkers to appreciate the color and carbonation of the beer. Estrella Jalisco was launched in the U.S. last year and it's quickly becoming a Mexican favorite among cerveza aficionados.
About Chiquis Rivera
Janney Marin, also known as Chiquis Rivera, has traveled a long and sometimes unusual road to become the artist, singer-songwriter, bestselling author and business entrepreneur that she is today. Born into a family of artists, she always had her own dream: to get up on stage and let her voice be heard. Chiquis Rivera recently released a brand-new single on April 13 titled, "Horas Extras." This new song is the first of 12 unreleased tracks included on the upcoming second music album by Chiquis entitled Entre Botellas, scheduled for a Summer 2017 release on Sweet Sound Records.
Lyft was founded in June 2012 by Logan Green and John Zimmer to improve people's lives with the world's best transportation. Lyft is the fastest growing rideshare company in the U.S and is available in more than 300 cities. Lyft is preferred by drivers and passengers for its safe and friendly experience, and its commitment to effecting positive change for the future of our cities.
For more information, contact:
Miles Ritenour, Estrella Jalisco
Michael Delgado, Zeno Group
Haley Ash, Zeno Group
1 Each Lyft ride must exceed $5 in cost.
2 Traffic Injury Research Foundation (2016) Road Safety Monitor. Retrieved from http://www.alcoholstats.com/wp-content/uploads/2016/12/RSM-TIRF-USA-Alcohol-Impaired-Driving-in-the-United-States-102.pdf
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SOURCE Estrella Jalisco