Sol’s namesake cerveza is out with new packaging celebrating its partnership with Banda MS, one of Mexico’s most popular regional bands, which marks its 20th anniversary this year. 

Twelve-ounce cans, 6- and 12-packs of the beer’s secondary packaging and 12-packs of Sol Chelada, tout the “Sol & Banda MS” partnership.

“Banda MS really embodies what Sol is all about, mixing the traditional and the modern to create something new,” says Cara Lauritzen, senior marketing manager for above-premium imports at Molson Coors. 

That crossover resonates particularly with fusionistas, who blend their Latino and American cultures. 

Lauritzen says the new packaging, along with a suite of retail tools and a sweepstakes for consumers to win tickets to a Banda MS show and a meet-and-greet with the band, is primed to win more features and display in the off-premise.

The Banda MS packaging is on shelves now and will be in market through October.

Sol’s new look and new variety pack coincide with the launch today of a new ad campaign, a vibrant spot that will air across digital and social channels.

The ad, which features the song “Brillando” by Amandititita, is a call back to Sol’s first U.S. campaign in 2018, Lauritzen says.

“It showcases the full Sol family and brings back that vibrant Sol personality we had in the original campaign while keeping the product at the center of the spot,” she says. 

“We’re excited to keep Sol’s momentum going. Our cheladas compete really well in a growing segment and you can’t deny the history and authenticity of the Sol brand. With new packs and a new campaign, Sol’s set for summer.”