Former New York Yankees, Texas Ranger and Seattle Mariner slugger, 44-year old Alex Rodríguez is now going to bat to market Presidente beer at a time when beer sales are dropping.
On Thursday, 23 January 2020, it was announced that he joins Presidente as its chairman and co-owner in charge of positioning the Dominican beer with the masses. The Dominican beer brand is owned by Anheuser-Busch InBev.
Rodríguez is the son of Dominican immigrants. He has played on the national baseball teams of the United States and the Dominican Republic in the World Baseball Classic.
On his Instagram page he wrote: “But sometimes, it’s a no-brainer. I can’t tell you how ecstatic I am to be able to partner with an industry giant like Anheuser-Busch. And what makes it even more special is that I’m working with a brand that is near and dear to me.
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Growing up as a Dominican-American in the U.S., @presidente__usa 💚 was not only a beer, it was part of our community. It was at every neighborhood picnic. It brought us all together.”
In an interview with Forbes, he said he will seek to spread the love for the brand beyond the large Dominican populations in New York and Miami. The plan is to help grow the brand presence in the United States, according to the company. The plan is to have a national strategy in place by opening day of the next baseball season—starting with a big activation at Yankee Stadium. Rodriguez said he might recruit some of his fellow Presidente-drinking, baseball-playing friends to help out.
“It’s the ripple effect,” Rodriguez said. “The hundreds of Dominican major league players and Latin American players that have played in this country, the first thing they do after a game is have a Presidente.”
Read more:
Forbes
Fox Business
Diario Libre
Instagram
27 January 2020