Mexican Music Takes Center Stage With the Launch of First National Norteno Tribute Series

Mexican Music Takes Center Stage With the Launch of First National Norteno Tribute Series

Tequila 100 Anos(TM) and Los Rieleros del Norte honor the top Mexican performers of all time with a series of live tribute concerts featuring the latest upcoming Mexican talent

DEERFIELD, Ill., March 23 /PRNewswire/ -- Inspired by 2008's photo exhibit of Mexico's greatest musical artists, Tequila 100 Anos(TM) and Los Rieleros del Norte partner to create the "100 Years of Mexican Music - Tribute Series." Starting today, adult, legal purchase age Latinos will enjoy the first series of live performances that pay homage to Mexico's vibrant Norteno musical tradition. The tour, making stops nationwide, will be both a tribute to established artists as well as a platform for new local artists. Tequila 100 Anos and Los Rieleros del Norte have added to the tribute series' excitement by handpicking the tribute bands through a carefully implemented selection process to present them to audiences as the new voices of regional Mexican music in their respective cities.

"We are excited to have partnered with Los Rieleros del Norte to continue creating nostalgia and pride with the "100 Years of Mexican Music - Tribute Series," an initiative that brings to life the voices that represent the immense richness of Mexican culture while providing a visibility and growth opportunity for new upcoming Mexican talent," says Antonio Portillo, senior brand manager for Tequila 100 Anos. "We are proud to offer to Latinos and the overall community in the U.S., this rich experience that advances the values of our culture and allow audiences to learn more about the artists that left a footprint in Mexico's music history and those that will make their footprint today."

The tribute bands selected to honor the best of regional Mexican music in Los Angeles, Chicago, Houston and Phoenix, have been part of an extensive and rigorous selection process that expanded over an eight-month period. The selection process counted on notable involvement by renowned group Los Rieleros del Norte, well known producers and promoters in the music industry and Tequila 100 Anos(TM) executives. Each participating band was carefully evaluated across several categories including originality and performance attributes among others. Key to the selection process was Los Rieleros del Norte who lent their talent and expertise in the regional Mexican music genre to ensure that the tribute bands chosen in each city represent the best of upcoming new talent in this genre, highlight the value and essence of the 100 Anos brand, and engage audiences in a lively and emotional tribute to Mexican music artists. Other well known industry leaders representing notable organizations in the regional Mexican music genre and who participated in the selection process included Ivan Fernandez, president of Promotores Unidos USA and David Torres, committee member of Premmusa.

"We are honored that Tequila 100 Anos(TM) chose us to participate in this homage to Mexican music that promises to stir memories and lure audiences with its magic," says the band's leader, Daniel Esquivel. "The tribute bands that we helped select in each market embody the best of the new voices of Mexican talent and - just like Tequila 100 Anos - are inspired by the roots, passion and dedication of its people."

The tribute bands, Los Herederos del Norte, Los Panchis, Los Lideres de la Sierra and Grupo Mensaje will perform in selected venues during an eight-month period, after private opening events on March 24 in Los Angeles; March 31 in Chicago; April 7 in Phoenix; and April 14 in Houston. Calendar of events and locations will be announced soon.

About Tequila 100 ANOS(TM):

Tequila 100 Anos(TM) was created to celebrate the 20th century at Hacienda La Perseverancia, in Tequila, Jalisco, Mexico; to toast to the new and exciting moments that the new century would bring, and to renew the joy and hope of Mexican people. Tequila 100 Anos has always been manufactured with the best agave, with special attention to the artisanal elements that characterize the brand. Besides its great taste, 100 Anos features other unique elements, such as its unique handcrafted bottle, ornamental rounded edges, to reflect some of the inherent values of the Mexican culture. Today there are three different varieties: Blanco 51%, Reposado 51% and Reposado 100% Agave, offered in different sizes, 375ml, 750ml and 1.75L. As of last year, Reposado 100% Agave became available in 1L.

About Beam Global Spirits & Wine:

Inspiring conversations around the world, Beam Global Spirits & Wine, Inc., is building brands people want to talk about. Consumers from all corners of the globe call for our brands, including Jim Beam(R) Bourbon, Sauza(R) Tequila, Canadian Club(R) Whisky, Courvoisier(R) Cognac, Maker's Mark(R) Bourbon, Laphroaig(R) Scotch Whisky, Cruzan(R) Rum, Larios(R) Gin, Whisky DYC(R), Teacher's(R) Scotch Whisky, DeKuyper(R) Cordials and Liqueurs, Knob Creek(R) Bourbon and Starbucks(TM) Liqueurs. Beam Global Spirits & Wine is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company with annual sales exceeding $9 billion. For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.

About Los Rieleros del Norte:

Los Rieleros Del Norte is a Mexican American norteno band founded in the southwestern U.S. town of Pecos, TX in 1979 by Daniel Esquivel and Manolo Morales. Los Rieleros -- whose name originated by the fact that some members worked at the railroads of Chihuahua, Mexico -- are famous for their norteno style, an exuberant, often sentimental creation that is also known as conjunto. Los Rieleros recorded their first album in 1980 and since then have worked extensively to build a sizable catalog which included countless hits; "Amor Prohibido," "No le Digas a Nadie," "En la Puerta de Esa Casa," "Una Aventura," "Me Lo Contaron Ayer," and "Copa Sin Vino" among others. One of their biggest hits was 1999's "Te Quiero Mucho," which reached number one on Billboard's Hot Latin Tracks chart.

Media Contact:
Cindy Olivarez
(305) 639-6770

Drink Responsibly.

Sauza(R) 100 Anos Tequilas. 40% alc./vol. (C)2009 Sauza Tequila Import Company, Deerfield, IL

Source: Beam Global Spirits & Wine

CONTACT: Cindy Olivarez, +1-305-639-6770

Web Site: http://www.beamglobal.com/

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