Kentucky, U.S.A. — As part of its multifaceted responsibility campaign, el Jimador 100 percent blue agave premium tequila launched a new video featuring Alexi Lalas, reminding people to drink responsibly. The campaign launch coincides with National Tequila Day, which was designed to encourage consumers to learn more about this intricate spirit, its production, and history.

Available on el Jimador’s Facebook and YouTube pages, the brand leverages ambassador Alexi Lalas to connect with fans that share his passion for excitement, adventure and discovery, and convey the importance of celebrating responsibly. Lalas, who prides himself on being there for his family, friends and teammates at all times, has been a role model for many consumers who have followed him throughout his 12-year soccer career.

“El Jimador is 100 percent committed to the well-being of our community and our programs are designed to give consumers the tools to make the right decision for themselves and their loved ones, whether it be through awareness or alternate transportation options,” said Jesus Ostos, el Jimador’s brand manager. “We encourage adults 21 and older to visit our Facebook page and learn more about our traditional production methods, unique recipes, and of course, tips on how to consume el Jimador responsibly.”

El Jimador’s year-round commitment to corporate social responsibility includes a partnership with Team Coalition, Vancouver Whitecaps FC, Seattle Sounders FC, and Portland Timbers for the 2012 Cascadia Responsibility Challenge. As part of the program, el Jimador and the MLS teams are offering fans the opportunity to go online and pledge responsible drinking, follow the Fan Code of Conduct, and never drink and drive.

At the end of the season, the Club with the most pledges wins the Cascadia Responsibility Challenge. Furthermore, el Jimador partners with “BeMyDD” to prevent drunk driving nationwide and provide a safe ride home, particularly during holidays such as Cinco de Mayo.

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