Hispanics and Alcoholic Beverages - US - February 2018
"Hispanics’ expenditures on alcoholic beverages have experienced significant growth over the past five years. However, Hispanics’ share of expenditures under indexes considerably relative to their share of the population. Hispanics tend to gravitate mainly toward beer, and they under index for drinking spirits and wine. However, access to better opportunities and a continued shift toward biculturalism creates opportunities for brands of alcoholic beverages to grow not only their share, but the size of the Hispanic market as a whole. The challenge for brands is to be noticed and to give Hispanics a reason for trial."
- Juan Ruiz, Director of Hispanic Insights
This Report looks at the following areas:
Relaxation yes, but there has to be something else
Brand is really important
Drinking occasions are key