Bohemia Beer pays tribute to Frida Kahlo

Bohemia announced the launch of a limited edition packaging to pay homage to one of Mexico’s most iconic artists, Frida Kahlo. From the beginning of summer to November 2011, the thematic six-packs will be available for purchase in key U.S. markets; its launch is being supported by a variety of consumer promotions and POS at on- and off-premise channels.
 
The neck labels of the exclusive 12oz bottles prominently feature Frida Kahlo’s face as well as classic Mexican symbols, like flowers, hummingbirds and monkeys, often found in her artwork. 
The hammered gold, metallic cream, and brown tones of the thematic labels are inspired by the colors of Aztec tradition, further anchoring Bohemia’s toast to Mexican folklore.
 
The six-pack carton has a similar motif and color palette, but Kahlo’s image and favorite Mexican icons are placed within a piece of papel picado, a traditional hand-carved tissue paper. Kahlo’s stylized signature, along with the “limited edition” legend, is included in both the primary and secondary packaging.
 
“As an artist and cultural icon, Frida Kahlo excelled in her time and transcended into ours. With this special edition of Bohemia, we toast to her passion for excellence, leadership and Mexican folklore in each brushstroke,” said Felix Palau, vice president of marketing for Bohemia. “After a successful launch in Mexico, we wanted to ensure that art and beer connoisseurs in the U.S. also had the opportunity to celebrate Frida Kahlo’s legend.”
 
To create momentum prior to the limited edition packaging, Bohemia orchestrated a contest through Facebook, giving emerging artists an opportunity to submit art pieces inspired by Frida Kahlo’s work and Bohemia’s brand attributes. Having received more than 50 entries from around the US, the judging panel, which consisted of Mara Romeo Kahlo, Frida Kahlo’s grand-niece; Trinidad Fombella, assistant curator and exhibitions manager at El Museo del Barrio in New York; and the brand’s marketing team

The Bohemia Frida Kahlo packaging will be available throughout key U.S. markets such as Ariz., Calif., Colo., Ill., Nev., N.M., N.Y., Texas and Washington.