Miami.– Presidente beer will widen its fan base beyond its traditional Latin American brew lovers since it has become the Miami Heat's official import beer, The Miami Herald reported..

According to Felix Sencion, the commercial manager for Presidente USA, "consumers noticed us before, but not as much as we had hoped." The beer company, which originated in the Dominican Republic, previously focused more on creating awareness through signage rather than activities and other avenues of exposure.

Now Presidente is planning to pump up its marketing efforts according to Sencion. Presidente and the Heat will work to increase their exposure through programs both on-premises and off, said Steve Weber, executive vice president of sales for the Miami Heat.

For example, a flyaway program will give winning fans tickets to a game, overnight accommodations in a hotel and the opportunity to meet Heat players. Tom Pirko, a food and beverage industry consultant and president of BevMark in California, said that now is the time for a brand like Presidente to take advantage of the changing attitudes and demographics taking place in the United States, The Miami Herald reported.