Heineken USA Teams Up With Sonic 360 For ‘La Leche’

Heineken USA Teams Up With Sonic 360 For ‘La Leche’

--Brewer Inks Deal With Groundbreaking DJ/Electronic Music Tour--


White Plains, NY–(HISPANIC PR WIRE)–May 30, 2003–Heineken USA will kick-off its Hispanic marketing efforts this summer via a powerful alliance with the visionary Sonic 360 record label. The relationship will come to life through the creation of the Heineken Presenta La Leche Tour. La Leche (literally translated from Spanish means “the milk”) is a summer long concert tour targeted at the white-hot popularity of the burgeoning Nortec music scene.

Nortec is a cutting edge fusion of traditional northern Mexican folk music with electronic music. The Heineken Presenta La Leche Tour will combine unique audio and visual elements to create an amazing interactive music experience. Each event will feature performances by world-renowned Nortec DJ, DJ International Playboy Zen and a live Nortec band.

The tour will make multiple stops in five cities across the country:

— Houston

— Chicago

— Miami

— Los Angeles

— New York

Additional details on the tour can be found at http://www.sonic360.com.

Heineken USA Inc., the nation’s largest beer importer, is a subsidiary of Heineken N.V. (Netherlands), which is the world’s most international brewer. Brands imported into the U.S. include: Heineken Lager, the world’s most international beer brand; Heineken Special Dark; Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcoholic brew.



Marvin Mack / Erika Lewis

(212) 686-5300 ext. 327


Dan Tearno

(914) 681-4113

Heineken USA Teams Up With Sonic 360 For ‘La Leche’