Colombian hitmaker Karol G has teamed up with Smirnoff for their new campaign dubbed “Sabor for the People,” which will showcase the new Smirnoff Poco Pico Seltzer variety pack and Smirnoff Spicy Tamarind products with Día de Los Muertos-inspired cans.
The vodka brand also announced it will hit the road with the “El Makinon” singer for her Bichota Tour presented by Smirnoff, set to kick off Oct. 27 in Denver. At select stops, Smirnoff will have activations for fans (21 and over) to check out.
“Being authentic, not explaining yourself, and expressing yourself without labels, stereotypes or fear are messages that mean a lot to me. I am very happy to work with Smirnoff because they embody everything I just mentioned,” Karol G said in a statement. “As one of my first multi-dimensional partnerships, I’m thrilled to work together to inspire people to express themselves without fear of being judged, and instead celebrate life and everyone’s uniqueness together with music and drinks.”
“Karol G is a Latina powerhouse and is unapologetically pushing cultural boundaries with her own unique flavor,” added Jay Sethi, chief marketing officer, Diageo Beer Company, and svp, North America Convenience Category Leader. “The collaboration between Smirnoff and Karol G is all about celebrating Latin culture and its diverse flavors, while bringing everyone together to live life louder. The world is ready. ¡El mundo está listo!“
Most recently, Karol G took center stage at Billboard’s Latin Music Week in Miami, where she reflected on her road to stardom and talked about her upcoming tour, which will mark her first-ever U.S. headlining tour.
“The thing I want most is to share [time] with my fans,” she said. “We have been closed more than a year. Their energy is all I need. I love that connection and they give me life.”
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