After 22 seasons of baseball, the superstar shortstop and third baseman is taking a swing at marketing something new: beer marketing.
Share to linkedin... [+]After 22 seasons of baseball, superstar shortstop and third baseman Alex Rodriguez is taking a swing at marketing something new: beer.
Terms of the deal were not disclosed, but to Rodriguez—the son of Dominican immigrants—the beer brand has an emotional connection. In an exclusive interview with, he said he feels “like it's family”—adding that unless someone is from the Dominican Republic or grew up with it, “it’s hard to explain to others.”
So what does this partnership entail? Details are still scant. However, according to Rodriguez, part of the reason the beer hasn’t caught on as much in the U.S. is that it all about the temperature that it’s served. Presidente—first released by Cerveceria Nacional Dominicana in the Dominican Republic in the 1930s—was acquired by Anheuser-Busch in 2012 for $1.2 billion.
While this is the first beer brand Rodriguez has worked with, it’s not the first brand he’s worked with. Others in the past include Pepsi, Planters peanuts and the coconut water Vita Coco.
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