Beam Global Spirits & Wine and Tres Generaciones Tequila announced a long-term partnership with boxer Oscar de la Hoya. 



Under the terms of the agreement, De La Hoya will be business partner and brand ambassador for the super-premium tequila to consumers, media and trade. The partnership also includes Tres Generaciones Tequila sponsorship of boxing events promoted by De La Hoya's company, Golden Boy Promotions.

"Tequila is the second-largest spirits category at Beam Global, with tremendous potential for future growth," says Bill Newlands, president, North America, for Beam Global Spirits & Wine. "With the powerful backing of Oscar De La Hoya, who epitomizes so many of the same traits and qualities of Tres Generaciones and the Sauza family, we're confident that this strong partnership will help deliver a 'one-two' punch in the marketplace.”