Marketing to Hispanics could be your drink of choice
Alcohol consumption is part of Hispanic customs, tradition, and culture. I remember being a little kid in Argentina and I grew up with the tradition that you always have to celebrate and cheer the good times in your life including special events in the family and holiday celebrations. A bottle of apple cider or champagne was always resting cold in the refrigerator’s door until we let it go in peace.
Depending on the country of origin, Hispanics have a tendency of having a drink of choice such as: pisco, caipirinha, tequila, wine, rum and more. However, there is nothing better than an ice-cold beer across all nationalities.
According to the latest census, 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. Hispanics represent a big business growth opportunity for alcohol beverage companies and distributors.
There are different factors that determine the drink of choice for U.S. Hispanics. Among them are: gender, level of acculturation, age, and income level. However, beer is the type of alcoholic beverage that outperforms all categories among Hispanics in the U.S. They lean more towards imported beers but English-preferred Hispanics have a higher inclination towards domestic beer.
Based on the latest Mintel beverage research, Hispanic women have a sweeter taste. They tend to mix specialty cocktails with juice and soda and even more among the ages 21-34. Hispanic women 55+ who drink hard alcohol or distilled spirits are least likely to drink a shot (10%), compared to 52% of women ages 21-34. One in three Hispanic males who consume hard alcohol or distilled spirits drink specialty cocktails. But compared to women, men are less likely to drink specialty cocktails despite age breakdowns.
Meanwhile, just over a quarter (27%) of Hispanics drink tequila, the highest percentage for any ethnic group. This is not surprising to me since Hispanics of Mexican heritage represent 63% of the U.S. Hispanic population. However, it is primarily the more acculturated Hispanic that consumes tequila.
On the other hand, Wine is the least favorite alcohol beverage among Hispanics (23% versus 33% of the total population). I strongly believe that wine consumption is lower compared to other alcoholic beverages because many U.S. Hispanics, particularly Mexicans, haven’t been exposed to this drinking culture or tradition.
But now things are changing. Between 2005 and 2010, the number of glasses of wine consumed by Hispanics per month increased by nearly 50%. Many of these wine consumers are 2nd or 3rd generation Hispanics who are more acculturated. Since this group is growing at such a rapid pace in the U.S., it will definitely impact the wine consumption habits very soon.
If you are an alcoholic beverage company or distributor, it is important to understand who your Hispanic target audience is and what are their consumption patterns and habits. If you present your brand as being a part of their special moments and celebrations, it will be a great tactic to emotionally connect with them. Do it right and your brand will be as memorable as the celebration, time after time.
