Cruzcampo honors Andalusian beach vendors, the lateros

Cruzcampo launched the “Sociedad Latera de Cruzcampo” to celebrate the lateros – beach‑side beer sellers who work long hours under the summer sun on Andalusia’s coast. The campaign highlights their vocal tradition, with sellers delivering rhymed announcements that have become part of the southern summer atmosphere.

The brand featured the story of Ricardo Parralo, who for more than a decade sells on Santa Catalina beach in El Puerto de Santa María, and the López Candón family, who rebuilt their kiosk after a theft and now operate several carts. Parralo says, “Aquí en el sur la cerveza se pregona… Que Cruzcampo se haya fijado en nosotros es un halago,” and adds, “La parte tradicional está en ir pregonando, y eso se está perdiendo.” The homage underscores both the cultural heritage and the physically demanding nature of the work.