Confetti show at a concert.
They presented the programming of their concerts in the U.S. Photo: Pixabay.

Cerveza Victoria partners with Grupo Firme for U.S. tour

The leading Mexican band begins tonight its tour through the country.


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What is considered the oldest beer in Mexico recently announced its alliance with one of the most popular Latino bands among the Hispanic public, becoming the sponsor of its 'Hay que Conectarla' tour and offering 4 fans the opportunity to participate in the ticket raffle to see the group performing live.

Ryan Anderson, senior director of Brand Marketing at Victoria, pointed out:

Victoria is proud to bring together the authentic taste of Victoria beer with the charisma and exuberance of Grupo Firme, as both brands are deeply connected to Mexican culture.

About Grupo Firme

Founded in 2013, Grupo Firme is a Regional Mexican Band based in Tijuana, Baja California.

In 2022, they cemented themselves as one of the most influential bands in the Latino music space by selling out the most consecutive nights at the Arena for any Spanish-speaking act and winning a Latin Grammy for Best Banda Album.

The band made history by being the first Regional Mexican Band to headline Coachella on both weekends, with more than 1,6 million people in attendance for their 2022 tour.

Grupo Firme poses in stage holding cans of Cerveza Victoria. Photo: Victoria.
Grupo Firme poses in stage holding cans of Cerveza Victoria. Photo: Victoria.

With a repertoire that is characterized by a combination of original songs, adapted versions and collaborations with popular artists, Grupo Firme successfully sealed a 2022 season in which it captivated fans from all over the country in its 21 shows.

Like our fans, we take pride in our heritage and we’re honored to have Victoria, a beer with strong Mexican roots, as a partner. Victoria has a proud legacy and a long tradition of bringing people together which is exactly what we love about touring – seeing our fans dancing and singing along, and of course, enjoying authentic Mexican beer,” said Eduin Caz, lead singer of Grupo Firme.


From May 8 to August 31, 2023, consumers aged 21 and over will be able to scan the QR code found on the counters where Victoria is for sale and complete an entry form.

The grand prize winner will have an exclusive all-access experience, complete with access to soundcheck with the band and VIP seats to the concert.

Victoria is known as one of Mexico’s ‘best kept secrets,’ but this partnership allows us to expand the reach of our brand’s rich Mexican heritage to new fans through the unique sounds of Grupo Firme and a once-in-a-lifetime concert experience,” added Anderson.


Victoria is the title sponsor of Grupo Firme's 2023 US tour, which includes 12 upcoming shows in 10 cities.

  1. April 21 and 22: Fort Meyers, FL 
  2. April 28: Nashville, TN 
  3. April 29: Birmingham, AL 
  4. May 5: Memphis, TN 
  5. May 6: Oklahoma City, OK 
  6. May 12 and 13: El Paso, TX 
  7. May 19: Tucson, AZ 
  8. May 20: Albuquerque, NM 
  9. May 27: Los Angeles, CA 
  10. May 28: Chicago, IL

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