LOS ANGELES, April 20, 2017 /PRNewswire-HISPANIC PR WIRE/ — On April 30, Estrella Jalisco, a Mexican beer with more than 100 years of brewing tradition, is celebrating its Mexican heritage and pride in by bringing Lotería, a traditional Mexican game of chance, to Fiesta Broadway to attempt the GUINNESS WORLD RECORDS™ title for the Largest game of lotería. Fiesta Broadway, the largest Cinco de Mayo festival in the country, unites over 300,000 Angelenos in a celebration that includes musical performances, food, and fun—setting the perfect backdrop for a record-setting game of Loteria.
The game will take place at the Estrella Jalisco Stage at Fiesta Broadway, beginning at approximately 4:00 P.M. PDT. Participants 21 or older will receive wristbands to enter the Loteria section where a GUINNESS WORLD RECORDS adjudicator will be monitoring the event.
“We are very excited to partner with GUINNESS WORLD RECORDS to officiate this game of Loteria at L.A.’s renowned Fiesta Broadway this year,” says Yonathan Bendesky, Director, Mexican Imports for Anheuser-Busch. “Our brand is anchored in Mexican tradition and we are proud to celebrate this milestone in Los Angeles, home to the largest Mexican community in the country.”
Lotería – similar to “bingo” – utilizes pictures of traditional Mexican icons in place of numbered spaces to fill the board. In place of simply calling numbers, the announcer will tell a short riddle or saying, followed by the name of the icon, for players to mark the corresponding piece on their boards. Estrella Jalisco commissioned 54 pieces of artwork for its sponsored game, curated by J Walter Thompson-Mexico. The winner of the record-setting game will be celebrated by Estrella Jalisco in the true spirit of Fiesta Broadway.
Consumers 21 or older can also partake in the record-setting game from home, using lotería boards found at participating retail locations throughout California for a chance to win one (1) of one hundred (100) limited-edition Estrella Jalisco branded coolers.
All participants, both in-person and at home, are encouraged to submit their official winning Estrella Jalisco Lotería Boards between April 30, 2017 – May 6 at 11:59 P.M. PDT via loteria.absweeps.net. Estrella Jalisco will publish the Lotería cards drawn on its Facebook page by May 5. One hundred (100) randomly selected winning boards submitted by consumers by the deadline will receive limited-edition Estrella Jalisco branded cooler.
Consumers 21 and older can view the results of the lotería drawing, and learn more about the brand, by visiting the Estrella Jalisco Facebook page.
ESTRELLA JALISCOÒ LOTERIA GAME
NO PURCHASE NECESSARY. Open to US residents 21+. Ends 5/5/17. See Official Rules at www.loteria.absweeps.net for entry, prizes and details. Message and data rates may apply. Void where prohibited.
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 U.S. markets in the spring of 2016, and it’s quickly becoming a Mexican favorite among cerveza aficionados.
About Guinness World Records
GUINNESS WORLD RECORDS (GWR) is the global authority on record-breaking achievement. First published in 1955, the iconic annual Guinness World Records books have sold over 136 million copies in over 20 languages and in more than 100 countries. Additionally, the Guinness World Records: Gamer’s Edition, first published in 2007, has sold more than 4 million copies to date.
Guinness World Records’ worldwide television programmes reach over 750 million viewers annually and more than one million people subscribe to the GWR YouTube channel, which enjoys more than 300 million views per year. The GWR website receives 18 million visitors annually, and we have over 12 million fans on Facebook.
The Guinness World Records commercial sales division provides bespoke consultancy services for some of the world’s top brands and agencies to help place record breaking at the heart of their marketing campaigns, employee-engagement programmes, and live and experiential events.
About Fiesta Broadway
Predominantly Spanish-language and annually celebrated through the streets of downtown Los Angeles, Fiesta Broadway is now entering its 28th year as the city’s unofficial “kick-off” to the many smaller “Cinco…” festivals staged throughout the week. It has become a cornerstone marketing event for sponsors looking to reach and influence Latino L.A. consumers eager to visit the mny exhibits offering product samples and service trials. Attendance tops 300,000.
Contact:
Miles Ritenour, Anheuser-Busch
media@Anheuser-Busch.com
Haley Ash, Zeno Group
Haley.Ash@ZenoGroup.com
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