Juan Valdez, the Official Coffee of the 2017 Miami Open Tennis Tournament, Kicks-off a Series of Disruptive Art Activations Across South Florida Locations

An authentic Juan Valdez Café will be open onsite during the
tournament

MIAMI–(BUSINESS WIRE)–#InspiredbyJuanValdez–As the official coffee sponsor of the Miami
Open, Juan
Valdez, the Colombian coffee grower’s brand dedicated to offering an
authentic Colombian Premium coffee experience, is kicking off the
#InspiredbyJuanValdez campaign with a series of disruptive art
activations at its stores across South Florida from March 17-April 2. In
addition, a Juan Valdez Café will be open throughout the tournament
taking place in Key Biscayne, Florida.

As part of the campaign consumers will be invited to participate in the
creation of a series of three painted panels, all of which will come
together as a mural that captures the brand essence of Juan Valdez: the
genuine dedication and craftsmanship of the Colombian coffee growers,
the diverse Colombia coffee origins, and the passion of our baristas to
create the perfect cup of coffee. Marlon Pruz, an artist at Miami-based Unconventional,
a company that produces art installations that strengthen the
relationship between brands and communities, is designing the artwork.

“Juan Valdez coffee inspires people to live enjoyable and authentic
experiences by transporting them to magical places and telling the
stories behind our brand,” said Hernan Mendez, CEO of Juan Valdez
Coffee. “We want to inspire audiences through art – by integrating the
Juan Valdez experience into the fabric of the South Florida community.”

Each of the three individual unpainted panels will be displayed at the
following Juan Valdez stores: Friday, March 17 in Historic
Downtown, Saturday, March 18 in North
Miami and Sunday, March 19 at the Miami
International Mall. Guests are invited to visit each Juan Valdez
location to help paint the panels as part of this immersive activation
and have the opportunity to win prizes including tickets to the Miami
Open, Juan Valdez coffee, and other souvenirs.

The final mural, painted by the community at the three Juan Valdez
locations, will be unveiled at the Miami Open Gate C on March 25 prior
to the evening match and showcased again on March 26. A replica of the
mural will be displayed at the Juan Valdez Café tournament location to
pay homage to the art of tennis.

Juan Valdez coffee and the Miami art scene fuse to become the perfect
blend for the South Florida community. As the largest metropolis in the
American Southeast, Miami is full of cultural riches and is quickly
becoming one of the most inspirational and renowned art hubs in the
world. By creating an immersive experience for fans to enjoy before,
during, and after the Miami Open, Juan Valdez coffee can be the catalyst
for that inspiration, building momentum for future store openings across
South Florida later this year.

About the Juan Valdez brand:

Juan Valdez® is the only internationally recognized brand that belongs
to coffee producers. Inspired by the icon that has represented Café de
Colombia for over 50 years, in 2002 the Colombian Coffee Growers
Federation – a non-profit organization that represents more than 500,000
small Colombian coffee producers– created the Juan Valdez® brand for
coffee shops. Years later, after the popularity and acceptance of the
brand in coffee shops and products was consolidated, the distribution of
Juan Valdez® products in other national and international distribution
channels began. Besides being a synonym of high quality for Colombian
premium coffee consumers, Juan Valdez´s coffees transfer a greater value
to coffee producers.

Store locations in South Florida include Historic
Downtown 101, Historic
Downtown 364, North
Miami, Miami
International Mall, Miami
International Airport and Pembroke
Pines.

Future store locations in South Florida include Doral, Coral Gables,
South Beach, Cooper City, and Las Olas.

For more information, please visit www.juanvaldezcafe.com
and www.cafedecolombia.com.

Contacts

Burson-Marsteller
Nicole Chivite, 305-347-4332
Nicole.chivite@bm.com
or
Carla
Gonzalez, 305-347-4341
Carla.gonzalez@bm.com