A Mexican Beer Brand Is Honoring National Hispanic Heritage Month In A Surprising Way

Observed in the U.S. since 1968, September 15 to October 15 is National Hispanic American Heritage Month. Throughout the 30 days, institutions like The Library of Congress, the National Gallery of Art, and the National Park Service will host various activities, celebrating while educating Americans on how Hispanic Americans and their ancestors have contributed to the country (via Hispanic Heritage Month).

There are 62.1 million Hispanic Americans, representing 19% of all Americans in the U.S. (per U.S. Census Bureau). Accounting for just 5% of the population in 1970, the Hispanic community has grown six-fold over the past few decades, one of the nation's fastest-growing groups, according to Pew Research. The Hispanic American population is diverse, not a 'homogeneous ethnicity.' While most are Mexican descendants, Latin Americans have roots in the islands, Central and South America, and Europe. Until recently, most Latinos living in the U.S. immigrated; however, as of 2019, the vast majority, 67.3%, of Hispanic Americans were born in the country.

As evident by the names of rivers (Colorado), mountains (San Jacinto Mountains), cities (El Paso), and states (Arizona) throughout the U.S., Hispanics have shaped the country for centuries, yet their contribution to the arts; performing, visual, and literary arts have primarily been unrecognized and remain missing from American institutions, in particular its museums (per National Park Services).

Joining the effort to correct the country's cultural amnesia are private businesses rooted in the Latin community.

Sol, the Mexican beer brand established in 1899, is calling for "greater Latino representation in major U.S. museums," according to a press release obtained by Mashed. Representing 2.8% of the artists shown in the 18 prominent art museums in the country, Latinos are underrepresented. To demonstrate this disparity, Sol created limited-edition display bottles, just 2.8% full, featuring the artwork of Latino artist Farid Rueda.

The campaign begins September 15 and runs through the duration of National Hispanic Heritage Month as part of the company's 'Artist Series,' which started three years ago to showcase Latinx artists and celebrate authenticity. Rueda's artwork replaces Sol's iconic sun on its packaging and displays bottles with a bright, ornate Calavera, a decorative human skull commonly seen during the Mexican celebration Dia De Muertos or "Day of the Dead" (per Day of the Dead).

For every case sold of the limited-edition artist series, Sol will donate $2.80 (representing the 2.8% of Latino artists featured in museums) up to $20,000 to the U.S. Latinx Art Forum to help fund grants and resources to support the artists. "With this program," stated the company, " we want to inspire change and support Latino artists out there." 

Additionally, fans can visit the Sol website for more details regarding the limited-edition bottles. The website also details how to win a 12-pack of the Sol Artist Series and exclusive merch inspired by Farid Rueda's art.