Cruzcampo honors Andalusian beach vendors

The beer brand Cruzcampo has launched a tribute titled ‘Sociedad Latera de Cruzcampo’ to honor the ‘lateros’—the traditional beach vendors of the Andalusian coast. These professionals are recognized for their distinctive street cries, rhymes, and unique ways of interacting with the public during the summer months.

The campaign highlights the personal histories and family traditions behind the trade. For example, Ricardo Parralo and his family, including José Manuel and Patricia López Candón, represent the dedication required for the profession. Parralo, who has worked the Santa Catalina beach in El Puerto de Santa María for over a decade, noted that the brand's recognition is a significant honor for those who use their voices and humor to serve customers under the sun.