Chiquis Rivera Promotes Safe Cinco De Mayo Celebration Joining Forces With Car Service

Just days away from Cinco de Mayo celebrations, the new beer brand, Estrella Jalisco, is helping people to enjoy the fiesta safely by offering up to 10,000 discounted Lyft rides in the greater Los Angeles area on Friday, May 5. The brand is encouraging consumers to leave their car keys at home and take advantage of two $5 Lyft vouchers per person during peak hours on Cinco de Mayo – between 5 p.m. and 5 a.m., using discount code ESTRELLAJALISCO on the Lyft app.

This safe ride partnership aims to make it easy for people to be part of the 160 million American adults who regularly make a plan to get home safely.

To help take the Cinco de Mayo celebration to the next level, Estrella Jalisco has also partnered with reality TV star and Regional Mexican artist Chiquis Rivera, who will be lending her voice to remind consumers about enjoying Cinco de Mayo safely. The beer has a long history with the Rivera family: in 2016 they partnered with the brand to create a hologram performance of Chiquis' late mother Jenni Rivera at the Day of the Dead celebration at Hollywood Forever Cemetery in Los Angeles.

"My values and cultural pride are aligned with Estrella Jalisco, and giving back to my community is at the core of my principles – especially when it comes to encouraging safe celebrations on one of the largest drinking holidays of the year," said Chiquis Rivera. "I'm not only proud to share my cultural heritage with Estrella Jalisco, but I am also proud to support a Mexican brew that takes a responsible approach to celebrating Cinco de Mayo."

In addition to partnering with Lyft and Chiquis Rivera for Cinco de Mayo, the brand also collaborated with Self-Help Graphics (SHG), an East Los Angeles non-profit dedicated to the promotion of the arts in the Chicano and Latino communities. Through its partnership with SHG, the organization tapped L.A. native Martha Carrillo, a visual and theatrical artist, to curate a branded Estrella Jalisco mobile piñata to call attention to the Lyft partnership in a festive way.