HispanicBusiness

Colombian rocker Juanes certainly got the most stage time at last night's Ninth Annual Latin Grammys, as he had the honor of claiming five awards. However, a couple of Los Angeles-based entrepreneurs received comparable exposure at the event. Or, at least, a product of theirs did.

Arnulfo Ventura and Jose Domene's Bonadea brand aquas frescas had the privilege of being included in this year's gift baskets, which were given to all performers and presenters. In other words, Bonadea was put right into the laps of the top stars of the Latin Music scene -- the real opinion leaders. As Will Castro revealed to us recently, it was word of mouth from opinion leaders like Busta Rhymes that helped propel his car customization business, Unique Autosports, into the stratosphere. Accordingly, the drinks' presence in those gift baskets presents a real opportunity for exposure for this young company.

HispanicBusiness.com asked Mr. Ventura what kind of magic he worked to get his drinks in those gift bags, and his answer was a bit surprising: he didn't do anything special, other than make a fine product. It was very much a "if you build it, they will come" situation. He emphasized that the product speaks for itself.

"Essentially they came to us," he said of the event's official gift basket organizers, who are Los Angeles-based, just like Bonadea. "(They) saw our premium brand as a great fit with the Latin Grammys gala event."

A bit of fortune? Well, perhaps -- but if the product wasn't so visually appealing, and ultimately satisfying, to the basket-makers, then we wouldn't be talking about it.

Perhaps even Juanes is celebrating last night's victories with a Jamaica or Tamarindo-flavored Bonadea. Or five . . . one for each award.