Tequila Don Julio Kicks Off ‘Legends of Latin Music Series’.

Tequila Don Julio announced its first major music series sponsorship – the Tequila Don Julio Legends of Latin Music Series, a five-market music tour featuring great and legendary artists in Latin music history. The series of
events are the first for the brand and supports their “Legendary Man – Legendary Tequila.” marketing campaign.

“Music is a powerful and effective way to build relationships between brands and consumers,” said Francisco Tonarely, Group Head – Global Marketing, Tequila. “Tying legendary Latin musicians with Don Julio Gonzalez, a legendary tequila maker, is a perfect fit for this super premium brand.”

The series opens with a three night retrospective on the music and career of the legendary Poncho Sanchez and his Latin jazz band on November 7-9 at the famed (The) Conga Room in Los Angeles. On Wednesday, November 7, Sanchez will highlight the music of legendary vibraphonist Cal Tjader. Tjader, a close friend and mentor, frequently performed with Sanchez and influenced his style of music very early in his career. Vibraphonist Rueben Estrada is scheduled to perform with Sanchez and the band. Poncho Sanchez will take the stage again on Thursday, November 8 to perform his own salsa music creations and on November 9 will play selections from his new album, Latin Spirits, which has a New Orleans jazz flavor. Vocalist Dale Spalding and the talented Ortiz Brothers are scheduled to make a special appearance at the November 9 performance.

“The new Tequila Don Julio Legends of Latin Music Series is a cross-country, cross-cultural program,” continued Tonarely. “It bridges the spirit and rich cultural traditions of Mexico and its sister Latin American nations to the United States, creating a truly borderless country.”

Following the opening in Los Angles, the Tequila Don Julio Legends of Latin Music Series will make stops in San Francisco, Houston, Chicago and Seattle. The brand plans to support the music series with localized print and radio advertising as well as national and local public relations efforts. Tequila Don Julio will also continue with a schedule of brand advertising in a number of national media including Esquire, GQ: Gentleman’s Quarterly, Texas Monthly, Rolling Stone, Vanity Fair and Sports Illustrated among others.