Scotch maker Chivas Regal is partnering with the iconic Mexican rock band Maná in a multi-year project that will highlight the making of the group’s next album through documentary-style videos.
Through the Chivas Band of Brotherhood program, a series of films will give fans a behind-the-scenes look at Maná’s music-making process as the act records new compositions and plan its next world tour. The interactive project will award prizes to fans who will be able to dine with Maná and attend an intimate show.
Maná is the first band to be part of the newly launched Brand of Brothers program and the biggest Latin act associated with the brand, which will feature exclusive content, including a yet-to-be named single from the group. Content will live through social, digital and traditional media platforms, according to a spokesperson.
“Chivas understands what success, friendship and generosity mean for the modern gentleman, and no band better exemplifies that than Maná,” Laurent Cutier, brand director of scotch at Pernod Ricard USA, said in a statement. “Fher [Olvera], Alex [Gonzalez], Sergio [Vallin] and Juán [Calleros] continue to embody these core values."
Maná's lead singer Olvera echoes those sentiments.
“We attribute our success to a strong sense of friendship supporting each other through good and difficult times with profound loyalty,” Olvera said. “We have a lot in common with Chivas and we think fans will enjoy the exclusive offerings and content that will come from this exciting partnership.”
Maná's most recent tour, Drama y Luz, took the band to the U.S., Latin America and beyond. The group set a record at the Staples Center in Los Angeles for most performances at the venue with 11 sold-out shows. Maná is scheduled to receive a star on the Hollywood Walk of Fame in 2014.