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

She Was a Realtor. And a Gang Leader.

Victor Landa September 26, 2017

When Irene Rodriguez died last year at 72 of complications from Parkinson’s, Calvary Mortuary in East Los Angeles filled with mourners. A video screen showed photos of her beaming at […]

Waive the Jones Act for Puerto Rico to Help Rebuild its Infrastructure and Economy

Victor Landa

Everyone has seen the unprecedented devastation in Puerto Rico in the aftermath of Hurricanes Irma and Maria.  The entire island is without power and thousands of Americans may die.  Many […]

It’s Time to Take Down Statues of Conquistadors

Victor Landa October 3, 2017

In 2006, the city of El Paso financed the construction of a 36-foot statue of the infamous Spanish conquistador Don Juan de Oñate riding his horse into battle. For some […]

DIECIOCHO Podcast: Hispanic Heritage Month: Why We Should Stop Saying We’re a Nation of Immigrants

Victor Landa September 18, 2017

We’re not a nation of immigrants, we’re an immigrant nation, and there’s a big difference between the two. This 2017 edition of Hispanic Heritage Month is a good time to […]

Latino Climate Politics, or Seeing God’s wrath in the hurricanes

Victor Landa September 21, 2017

Hurricane Harvey left fear, uncertainty and ruin in its wake. The Category 4 storm left some people questioning what could come next, to which Mother Nature quickly responded with another hurricane: Irma. […]

Puerto Rico Should be a Priority For Immediate Assistance and Debt Forgiveness

Victor Landa October 2, 2017

A headline in the September 26th  El Nuevo Día de Puerto Rico Interactivo stated: “Congressional support for the island will be addressed in early October.” The caption adds: “It was a devastating […]

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 […]

The Trump Administration’s DACA Renewal Deadline Was Moved Forward & Dreamers Weren’t Notified

Victor Landa October 5, 2017

The news that the Trump administration was ending the DACA program didn’t come as big of a shock to advocates as did the rushed deadline to process renewals — they […]