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Mexican beer brand honors National Hispanic Heritage Month through art
September 15 through October 15 is National Hispanic American Heritage Month in the United States. During this time, various institutions and organizations come together to celebrate and educate Americans about the significant contributions Hispanic Americans and their ancestors have made to the country. This year, Sol, a renowned Mexican beer brand founded in 1899, is honoring National Hispanic Heritage Month in a unique and surprising way.
The importance of Hispanic Heritage Month
Hispanic Americans make up a significant portion of the U.S. population, with 62.1 million individuals representing 19% of all Americans, according to the U.S. Census Bureau. In recent decades, the Hispanic community has experienced rapid growth, becoming one of the fastest growing groups in the nation. However, despite their rich contributions to American culture, Hispanic Americans, particularly in the arts, have often been unrecognized and underrepresented in mainstream institutions.
Sol’s Call for Latino Representation in Museums
Recognizing the need for greater Latino representation in major U.S. museums, Sol aims to address this disparity through its latest initiative. In collaboration with renowned Latino artist Farid Rueda, Sol has created limited-edition display bottles that highlight the artwork of Latino artists. These bottles are filled to only 2.8% of their capacity, symbolizing the underrepresentation of Latinos in the art displayed in 18 prominent art museums across the country.
The Sol Artist Series
The campaign, known as the Sol Artist Series, began September 15 and will continue throughout National Hispanic Heritage Month. The series, which began three years ago, aims to showcase Latinx artists and celebrate authenticity. For this year’s edition, Farid Rueda’s captivating artwork replaces Sol’s iconic sun on the packaging with a bright and ornate calavera, a decorative human skull commonly associated with the Mexican celebration of Dia De Muertos, or “Day of the Dead”.
Supporting Latino artists
Sol’s commitment to supporting Latino artists goes beyond awareness. For every box of the limited edition artist series sold, Sol will donate $2.80, representing the 2.8% of Latino artists currently represented in museums. The donations will be made to the U.S. Latinx Art Forum, an organization dedicated to providing grants and resources to support Latino artists. Through this initiative, Sol aims to inspire change and empower Latino artists by providing them with the necessary support and recognition they deserve.
Engaging fans and promoting the arts
In addition to the limited edition bottles, Sol has created an interactive experience for fans and art enthusiasts. Interested individuals can visit the Sol website to learn more about the Artist Series, including details on how to win a Sol Artist Series 12-pack and exclusive merchandise inspired by Farid Rueda’s art. This engagement encourages fans to explore and appreciate the beauty of Latino art while supporting the cause.
Bottom Line
Sol’s initiative to honor National Hispanic Heritage Month through art demonstrates the brand’s commitment to celebrating diversity and promoting inclusivity. By spotlighting Latino artists and addressing the underrepresentation of their work in museums, Sol is fostering positive change in the art world. Through the sale of limited edition bottles and donations to the U.S. Latinx Art Forum, Sol is actively supporting Latino artists and providing them with the resources they need to thrive. This initiative serves as an inspiring example of how corporations can contribute to cultural awareness and appreciation. As we celebrate National Hispanic American Heritage Month, let us recognize and celebrate the invaluable contributions of Hispanic Americans to our society and embrace the power of the arts to inspire change.
FAQS
National Hispanic American Heritage Month is observed in the United States from September 15 through October 15. It is a time to celebrate and honor the contributions, culture, and heritage of Hispanic Americans and their ancestors.
Why does Sol focus on Latino representation in major U.S. museums?
Sol recognizes that Latino artists are underrepresented in major U.S. museums. By highlighting this disparity, Sol aims to raise awareness and inspire change by advocating for greater Latino representation in these cultural institutions.
Who is the artist behind the limited edition Sol bottles?
The limited-edition Sol bottles feature the artwork of Farid Rueda, a talented Latino artist. Rueda’s vibrant and intricate designs, including a decorative human skull known as a calavera, replace Sol’s iconic sun on the packaging.
How does Sol support Latino artists through the Artist Series?
For every case of the limited edition Artist Series sold, Sol donates $2.80 to the U.S. Latinx Art Forum. The funds raised through these donations are used to support grants and resources that benefit Latino artists and help them further their artistic endeavors.
How can I participate and get involved with Sol’s initiative?
To participate in the Sol’s Initiative, you can visit the Sol website to learn more about the limited edition bottles, including how to win a 12-pack of the Sol Artist Series and exclusive merchandise inspired by Farid Rueda’s art. By participating, you can support the cause and enjoy the beauty of Latino art.
What is the goal of the Sol campaign during National Hispanic Heritage Month?
The primary goal of Sol’s Campaign is to inspire change and support Latino artists. By highlighting the underrepresentation of Latino artists in major U.S. museums and making donations to the U.S. Latinx Art Forum, Sol aims to make a positive impact and promote greater recognition and appreciation of Latino art and culture.