Jack Daniel’s Sponsors Vicente and Alejandro Fernandez Tour.
October 12, 2002
As a returning sponsor of the Vicente and Alejandro Fernandez Lazos Invencibles – El Fin national concert tour, Jack Daniel’s Tennessee Whiskey has rolled out the red carpet for Hispanics at every stop of the tour, in an effort to extend its outreach to the rapidly-increasing numbers of Latino consumers. Using several promotional and public relations strategies, this year, Jack Daniel’s is maximizing its sponsorship activities.
Premio Tradición Jack Daniel’s
As a kick-off to its activities, Jack Daniel’s honored Vicente and Alejandro Fernandez at a private backstage ceremony before their Houston engagement at Compaq Center, which kicked off their 2002 Lazos Invencibles – El Fin (Invincible Ties – The Finale) U.S. Tour. Ed Carias, Hispanic Division Marketing Manager in Texas for Jack Daniel’s presented the singers with its Premio Tradición Jack Daniel’s (The Tradition Award) in honor of their talents and contributions to the excellence of traditional Mexican ranchera music. The stars were each presented a hand wrought gold and silver belt buckle engraved with their names and smartly packaged in jewelry cases shaped like miniature barrels of Jack Daniel’s Gentleman Black, a design, which Alejandro termed “very original
