Coors & The Hispanic Heritage Awards.

As part of its ongoing involvement in the Hispanic community, Coors Brewing Company has unveiled a promotional program to celebrate Hispanic Heritage Month and specifically to promote the Hispanic Heritage Awards (HHA), which will take place at Kennedy Center for the Performing Arts in Washington, DC on September 10 and will air on selected NBC and Telemundo stations on September 18, 2004.

The program also integrates Coors’ Hispanic community outreach theme by communicating that the purchase of Coors products supports the $30,000 scholarship donation to MANA, a National Latina Organization (MANA), from Coors Brewing Company which is co-hosting the Hispanic Heritage Awards and is devoted to the support of college-bound Hispanic women.

“Coors Brewing Company is proud to be a sponsor of the Hispanic Heritage Awards and MANA,” said Rafael Fantauzzi, corporate relations manager. “The sponsorship is an extension of Coors’ ongoing commitment to the U.S. Hispanic community.”

“The Hispanic Heritage Awards Foundation is very grateful to Coors Brewing Company for its continued support of our mission to celebrate Hispanic pride, culture and achievement,” said Antonio Tijerino, president and CEO. “We share in the goal of providing positive Hispanic role models as a source of inspiration for all Americans.”

“MANA values this donation from Coors, a long-time partner of the Hispanic community,” said Alma Morales Riojas, president and CEO. “This donation will not only help many young Latinas achieve their educational goals, for many it will make the difference between staying in or dropping out. Coors understands that in supporting young Latinas we help build a stronger nation.”

As a Gold Medallion sponsor of the Hispanic Heritage Awards, Coors’ promotional program includes the creation of a special line of Point of Sale elements such as mini counter cards, price cards, neck hangers, vertical banners and oversize cooler decals, all emblazoned with the HHA logo, specially created graphics and the MANA message. The program also includes a print media buy in national magazines and local newspapers in 11 Hispanic markets around the country (New Jersey, New York, Denver, Houston, Dallas, San Diego, Miami, Chicago, Los Angeles, Las Vegas and San Antonio). The program will be executed with on-premise promotions in New York and New Jersey where a special 24-oz. Hispanic Heritage Commemorative Can will be unveiled.

For 18 years, the Hispanic Heritage Awards has paid tribute to notable Hispanics who have distinguished themselves in various categories and made a positive impact on the United States. Each year, the honorees serve as a reminder, through their uncommon achievements, that no dream is beyond reach. The prestigious ceremony, produced by Emilio Estefan, includes an emotional and entertaining stage production, featuring the hottest Latin acts. The event is co-hosted by the top national Hispanic organizations in America.