Billboard Announces Tres Generations® As Official Tequila Partner for 2024

17 January, 2024

Billboard and Billboard Español announce a groundbreaking tequila partnership with Tres Generaciones® as the official tequila partner for 2024. The collaboration kicks off at Billboard’s Power 100 Event with an intimate dinner in Los Angeles, featuring music industry leaders. Throughout the year, the partnership curates unique music experiences, interactive fan engagement, and content across major U.S. cities.

Mike Van, president of Billboard, expresses excitement about the partnership, aiming to infuse culture, music, and premium tequila into events for fans and artists. The collaboration honors success stories and celebrates resilience, with Tres Generaciones® tequila playing a central role at iconic Billboard events like R&B/Hip-Hop Power Players and Latin Music Week.

To raise a toast to the power of music and pay homage to the songs that inspire us, Tres Generaciones® and Billboard will present “Get Up Anthems.” These hand selected playlists celebrate the songs that uplift each city and showcase the next generation of talented artists. The first “Get Up Anthem” will drop in Houston this spring, followed by Atlanta, Chicago, New York, Miami, and Los Angeles.

Beyond the playlists, each city will feature a writers-room-style content series, ‘The Debate,’ where artists, city experts and cultural tastemakers from these hometowns discuss the significance of the songs featured – paired with Tres Generaciones® tequila.

Chad Goven, managing director of tequila at Beam Suntory, expresses pride in joining forces with Billboard, emphasizing shared values of breaking boundaries and innovation. Tres Generaciones®, with 150 years of distilling excellence, represents determination and creativity. The incredibly smooth, triple distilled, agave-forward tequila is the spirit of choice for pioneers who redefine success with unrelenting passion and purpose.