Presidentes are all around us – from culture expert to style icon to bachata superstar to inclusivity warrior and more. Who is the Presidente in your life? Presidente – the classic Dominican Pilsner – is unveiling its new Be the Presidente campaign championing leaders in Latin culture who challenge stereotypes, defy conformity and help shape their communities for the better.

“The need to spotlight Latinx culture has never been greater, and we’re so proud to do that with this Be the Presidente campaign,” said Alex Monroy, Senior Brand Director of Presidente at Anheuser-Busch. “Through this campaign, our goal is to pay homage to our Hispanic roots but, at the same time, recognize and celebrate how Latinx culture continues to evolve through incredible people who shatter stereotypes of the Hispanic diaspora.”

Alongside baseball trailblazer Alex Rodriguez, the campaign highlights the stories of three trailblazing Presidente’s – leaders, innovators, and community members who embrace their Hispanic heritage and blend it with their own first-person experiences and passions to help shape the modern Latinx community and culture of today. Rodriguez unveiled the beer’s latest brand campaign in a post on Instagram with a 30-second video.

• Alex Rodriguez – Presidente of Presidente: The New York Yankee and President & Chairman of Presidente who has spent his years post-baseball cultivating the next generation of business leaders.
  

  Raelis Vasquez

• Raelis Vasquez – Presidente of Culture: A New York-based artist whose every painting shines a light on the Dominican American experience, from family to race, class and community.

  

• Paola Velez – Presidente of Justice: A James Beard finalist and Esquire’s Pastry Chef of The Year who has raised over $2M towards the fight against racism through her organization – Bakers Against Racism.
• Jordan Lopez – Presidente of Freshness: The go-to barber for baseball’s most prestigious players, whose various businesses are pillars of the Washington Height’s community and beyond.

“Each person featured in this campaign has an incredible story to tell and contribution to share. As a proud Dominican American, I see my story reflected in their stories too,” said Rodriguez. “It is important that we continue to highlight the impact Hispanic culture continues to make in this country, and the people who actually make it happen – in our own lives and communities.”

Running from now until Fall 2021, Be the Presidente marks its debut with a 30-second hero video and series of inspiring portraits that feature this talented slate of Latinx leaders. Produced by GUT Miami, in collaboration with Landia, Cosmo Street Editorial, Harbor Picture Company and Another Country, the campaign will live across social, digital and radio nationwide.

Jordan Lopez

To celebrate the launch of Be the Presidente, Presidente is teaming up with Rodriguez’s barber Jordan Lopez for #FreshCutFridays where the brand is giving away free haircuts to New Yorkers from July 30^th through to Labor Day. Consumers can enter to win a coveted spot in Lopez’s Presidente barber chair by posting a selfie on their personal Instagram that shows their “need” for a shape-up before the weekend and tagging @presidenteUSA and #FreshCutFridays. In addition, winners will receive a gift card for a free 12-pack of ice-cold Presidente.

“I’m especially proud to be featured alongside Jordan Lopez, who has long been my go-to for a haircut before games,” added Rodriguez. “His incredible talent, hustle and dedication to community is evidenced by his diverse and successful bench of businesses – all along a marquee block in Washington Heights. And – it’s incredible to see what he’s built in the time I’ve known him.”

To learn more about the Be the Presidente campaign and enter to win #FreshCutFridays, follow Presidente on Instagram, Twitter, and Facebook.