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NATIONAL REPORT -- In an effort to reverse declining sales volume, American brewers are directing their attention to the growing Hispanic population in the United States, according to an Adweek report. The magazine for the advertising industry reported that major American brewers, such as MillerCoors, Anheuser-Busch and Heineken, are creating marketing campaigns with an authentic Latino voice and multiple sponsorships.
The importance of Hispanic consumers of legal drinking age comes to the forefront as unrelenting unemployment shrinks the purchasing power of the industry's key demographic, men ages 21 to 34. According to the U.S. Census Bureau, Hispanics will represent 23 percent of the U.S. population of legal drinking age by 2030.
The major players in the U.S. beer market are employing a broad strategy for attracting this sought-after demographic. Among the activities, Adweek reported, are:
• MillerCoors is using bilingual labeling on its Coors Light and Miller Lite brands, while sponsoring a Mexican soccer league.
• Anheuser's Bud Light and Budweiser brands are increasing spending on Spanish-language advertising, as well as a sponsorship of Cuban-American rapper Pitbull's upcoming tour.
• Heineken is reimagining its current campaign for marketing Tecate, a more budget-friendly imported Mexican brand, in the hopes of attracting second- and third-generation Mexican Americans. Heineken is also sponsoring three weeks of live concerts, exhibits and film screenings featuring Latino artists in New York this summer.