In what is sure to be a knockout success, Beam Global Spirits & Wine [Fortune Brands, Inc. (NYSE:FO)] and Tres Generaciones® Tequila are pleased to announce a long-term partnership with celebrated boxer and entrepreneur Oscar de la Hoya. Throughthe partnership, De La Hoya will be a business partner and brand ambassador for the super-premium tequila to consumers, media and trade. The partnership also includes sponsorship of boxing events promoted by De La Hoya’s promotional company, Golden Boy Promotions.
This multi-year partnership unites a unique, award-winning tequila and a world championship boxer who both celebrate those who have achieved success through tenacity and dedication – a trait that both the Sauza Dons and the De La Hoya family share. Tres Generaciones has spent many generations perfecting the art of tequila, and the De La Hoya family has spent three generations perfecting the art of boxing. De La Hoya’s legacy is due in part to those who came before him and the same can be said of Tres Generaciones Tequila.
In addition to utilizing De La Hoya in the promotion and advertising of the brand, Tres Generaciones will also be visible at multiple Golden Boy Promotions boxing events on premium cable and pay per view. The brand’s sponsorship will be visible in the ring, throughout the arena and through activations across their vast retail network.
Tres Generaciones Tequila honors three generations of knowledge, wisdom and passion. It is named for Don Cenobio, Don Eladio and Don Francisco Javier Sauza – the legendary tequila pioneers of the Sauza family who helped define the spirit of tequila. An industry pioneer, Don Cenobio Sauza created his signature Sauza tequila in 1873 and was the first to put “tequila” on the bottle to honor its origin of Tequila, Mexico. His son, Don Eladio, followed in his father’s footsteps, bringing worldwide recognition to Sauza and introducing new methods to the process of making great tequila. Grandson Don Francisco Javier brought Sauza into the modern age by improving on his father’s techniques and, in honor of his family’s legacy, created Tres Generaciones® Tequila.
“Partnering with Tres Generaciones Tequila is a great honor. I’ve always had a passion for the rich history of tequila, and I’m fully committed to this partnership and helping to build Tres Generaciones into a championship proportion brand,” said De La Hoya. “I’m all in!”
“Tequila is the second-largest spirits category at Beam Global, with tremendous potential for future growth,” said Bill Newlands, President, North America for Beam Global Spirits & Wine. “With the powerful backing of Oscar De La Hoya, who epitomizes so many of the same traits and qualities of Tres Generaciones and the Sauza family, we’re confident that this strong partnership will help deliver a ‘one-two’ punch in the marketplace. And with Oscar having real ‘skin in the game,’ the opportunities before us are endless to further grow our share of the tequila market.”
“Golden Boy Promotions is thrilled to be in business with Tres Generaciones Tequila,” said Richard Schaefer, CEO of Golden Boy Promotions. “We always try to align ourselves with great brands – and that is certainly the case here.”
Tres Generaciones® is an award-winning triple-distilled tequila with an artisanal spirit that has real history, true authenticity, and was built on the expertise of three generations of master distillers. When De La Hoya and Beam Global began discussing partnership opportunities, it quickly became apparent that his passion for tequila, and the way his own history embodies Tres Generaciones’ attributes – success through hard work – were a perfect fit for a partnership.
“It’s rare to see somebody like Oscar invest such time and commitment into creating a unique venture in the business and spirits space,” said Newlands. “This is not a celebrity endorsement. It’s the marriage of two like-minded brands who will work together now and in the future to celebrate and promote tequila and boxing.”
