Heineken USA Teams Up With ‘La Leche’.
May 2, 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
