Beer Brands Increasingly Targeting Latinos

Big beer brands like Budweiser, Heineken and Crown are increasingly targeting Latinos in their marketing because, as Latinos grow in population, they comprise a higher percentage of the drinking population. The Wall Street Journal published an interesting story today noting this fact, in part the story said:

The scramble comes as the U.S. beer industry appears to be headed for a third-straight year of declining sales volume, in part because high unemployment has damped the spending power of its core customers—men ages 21 to 34.

But the rivalry also reflects the long-term importance of Hispanic consumers. By 2030, Hispanics will account for 23% of the nation’s legal-drinking-age population, up from 16% in 2010, according to U.S. Census Bureau forecasts. According to surveys by Crown Imports—whose brands include Corona Extra, the top-selling imported beer in the U.S.—Hispanics also tend to consume more beer on occasions when they drink than do non-Hispanics.

This gets even more interesting when you consider there are both domestic and international competitors for these Latino beer drinkers. If you recall, we reported that while Latinos tend to drink about 75% domestic brands, the rest of the pie has yet to be fully divided.

Which helps explain why Anheuser-Busch spent $56 million, 10% of its media, on Latino marketing last year and MillerCoors spent $45 million, or 11.4%. Yeah, yeah, the $1 trillion-plus Latino market in the U.S. But I thought it was also worth noting that Latinos are just making up a bigger percentage of drinkers, too, since the wine industry is also courting Latino customers this makes the most sense.

Follow Sara Inés Calderón on Twitter @SaraChicaD

[Photo By dawgbyte77]

Subscribe today!

  • This field is for validation purposes and should be left unchanged.

Must Read

How a harsh criticism turned ‘Coco’ into Pixar’s most uniquely made movie yet

Victor Landa November 17, 2017

Director Lee Unkrich was hot off the box office success and Oscar win for 2010’s “Toy Story 3” when he delved into making a movie that focused on the Mexican […]

Trump Administration Targets and then Mocks Immigrant with Prosthetic Leg

Victor Landa November 15, 2017

A 20-year-old undocumented immigrant with prosthetic leg and Deferred Action for Childhood Arrivals status has been detained by federal immigration agents and held without charges for over a month, treated inhumanely […]

More Latinas are becoming teachers and reshaping our nation’s classrooms

Victor Landa November 29, 2017

The growth of the Latino population in the United States will have a lasting cultural and intellectual impact beyond the arts, food, and celebrations. More and more, Latinas are becoming […]

As Numbers Grow, Recognizing Generations Of Latino Veterans

Victor Landa November 10, 2017

As the nation honors its veterans, government officials point to the growing numbers of Latinos in the military, while Hispanic scholars and historians remind us of the generations of Latino […]

U.S Hispanic Chamber Leader Who Has Had Turbulent Relationship With Trump May Be Ousted

Victor Landa November 22, 2017

The US Hispanic Chamber of Commerce (USHCC) is moving behind the scenes to oust its prominent president Javier Palomarez over allegations that he misused the organization’s money for his personal […]

How Indie Latinx Comic Book Authors Are Capturing the Latinx Experience

Victor Landa November 13, 2017

Back in 2010, comics creator Javier Hernandez was walking around San Francisco with his friend Ricardo Padilla when he had an idea: Why don’t they build a comics convention focusing […]

Half of Latino Immigrant Characters on TV Are Portrayed as Criminals, Study Finds

Victor Landa November 1, 2017

Define American, the immigration nonprofit founded by Pulitzer-winning journalist Jose Antonio Vargas, has released its first-ever media reference guide for writers, directors, and producers concerning Latino immigrant characters. Immigrants and […]

Could Hispanic vote push Lupe Valdez into Texas Governor’s Office?

Victor Landa December 8, 2017

Dallas County Sheriff Lupe Valdez is running as a Democratic candidate for Texas Governor after a year of speaking out on big state issues– particularly the controversial sanctuary cities ban. Experts says […]