Banditos Mexican Lager says Toronto Blue Jays catcher Alejandro Kirk has joined the company as its first global brand ambassador and a shareholder.
The Toronto-based beer company announced that Kirk will participate in campaigns, activations and other brand initiatives as the company expands its marketing and partnership efforts across Ontario.
Banditos founder Anthony CK Thomas said the partnership is intended to extend beyond a traditional endorsement arrangement as the company positions itself as a challenger brand in Canada’s beer market.
Founded by Thomas, the company said it was created to build a lifestyle-focused brand tied to hospitality, sports and entertainment.
“With growing investments across sports, entertainment and culture, Banditos continues to expand its presence as a lifestyle-driven challenger brand designed to stand apart within Canada’s beer market,” the company said in the release.
The company said Kirk’s ties to both Mexico and Canada, along with his path to becoming an MLB all-star, aligned with the brand’s image and growth strategy.
“Alejandro represents a lot of what Banditos stands for,” said Thomas. “He earned everything that came his way. Nothing was handed to him, and that mentality matters to us. We are building a brand that wants to compete, grow and earn the right to blaze its own trail in the market. This goes beyond a traditional partnership. He is someone we want building this with us, side by side.”
Kirk said the partnership appealed to him because of the company’s connection to both countries.
“This partnership felt natural to me right away,” said Kirk. “Being from Mexico and now playing baseball in Canada, it is exciting to be part of a brand that brings those two worlds together. What Anthony and the Banditos team are building feels authentic, and I’m proud to be a part of it.”
The company said the partnership was first teased May 5 through a joint Instagram post announcing Kirk as “the newest member and global ambassador of La Familia Banditos.”
Banditos said the beer is available at LCBO locations, Longo’s stores and select restaurants and bars across Ontario.
The company describes itself as a Canadian-made Mexican-style lager brand founded by Thomas and focused on hospitality, sports, culture and community.
More from Retail Insider:
