Brewers are battling it out for hispanic loyalty. Why, you may ask?
"The percentage of drinking-age adults who are Hispanic is expected to grow from 16% in 2010 to 23% in 2030 and 30% by 2050, according to Census data cited by Crown. And beer is by far the alcoholic beverage of choice of marketers. But beer is different. Unlike soft drinks, for instance, where American brands have mass international appeal, beer is still a local product in many places, with brands linked to cultures, traditions and even patriotism. (Consider that Coke has a 24.6% international market share, while Snow -- the world's biggest beer brand though sold solely in China -- commands only 4.5% of the global market, according to Euromonitor International.)
In the States, American beer brands control roughly 75% of the Hispanic market, leveraging their size and massive ad spending, according to brewers. Still, imports overindex with the demographic, commanding about a 25% share, compared with 13% among non-Hispanics, according to Nielsen data cited by Crown."
Wow.
So, how are Hispanics being targeted? Via cultural appeals.
"Big American brewers already control a healthy majority of the Hispanic market and are eyeing more of it, pouring big bucks into soccer sponsorships and ads. But importers are fighting back, making an appeal to the cultural ties Mexican Americans have with brands from their homeland, while bringing in more beers from south of the border."
