Coors Light Axis to partner with Univisión Radio’s Uforia, Complex Media, Vevo, Pandora, XXL Media, and the Midtwon Music Festival

Music is key to the lives of the millennials with a legal age to drink. That’s why Coors Light will offer fans exclusive access to the best contents and shows.Thinking of the Latino millennials, Coors Light will partner with Univision Radio’s Uforia, to support an upcoming concert series around the United States. Consumers may win a trip to one concert by entering the online contest via Facebook. As for the general market, the brand, partnering with Complex Media, will offer the fans with the chance to take a close look at Big Sean and Curren$y, as they are presented in documentary style video clips.The sponsorship of Coors Light with Vevo, a music video and original contents platform, will allow consumers access a series of videos entitled Ask:Reply, on which Big Sean will answer consumers’ questions on video. “As a leading beer industry company, it was just natural that Coors Light would be at the forefront of one of the most important passions to millennial consumers,” said Sonia Urintsev, Multicultural Marketing Manager at Coors Light. The beer brand will focus on four music genres: hip hop, Latin, country, and rock. Besides its partnership with Complex y Vevo, Coors Light will also partner with XXL and Pandora.