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Hispanic Consumers and Alcoholic Beverages - US - December 2014

“Hispanics have so many options to choose from when deciding which alcoholic beverages to purchase. They decide based on the occasion and the people that they will be with. However, it is seldom that they purchase something they are not familiar with. Bars and restaurants are ideal settings to promote that initial trial and make the connection.”
– Juan Ruiz, Senior Multicultural Analyst

This report looks at the following areas:

  • Getting noticed out of so many options
  • Educating Hispanics about the category
  • Increasing trial on-premise

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Expenditure data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                    • Acculturation
                    • Executive Summary

                        • Growth of Hispanics’ expenditures on alcoholic beverages accelerating
                          • Figure 1: Average expenditures on alcoholic beverages, by Hispanic origin at current prices, three-year rolling averages, 2008-13
                        • The majority of Hispanics consume alcoholic beverages
                          • Figure 2: Consumption of alcoholic beverages among Hispanics, April 2013-June 2014
                        • Imported beer is welcomed; craft/microbrew beer not quite yet
                          • Figure 3: Consumption of beer, by Hispanic origin, April 2013-June 2014
                        • Unacculturated Hispanics more likely to serve beer at celebrations
                          • Figure 4: Reasons for drinking beer among Hispanics, by level of acculturation, August 2014
                        • Acculturation influences where Hispanics shop
                          • Figure 5: Where Hispanics purchase beer, by level of acculturation, August 2014
                        • Hispanics more likely than non-Hispanics to drink tequila, but lag behind on other spirits
                          • Figure 6: Consumption of spirits, by Hispanic origin, April 2013-June 2014
                        • Consumption of spirits more prevalent among English-dominant Hispanics and more affluent households
                          • Figure 7: Consumption of spirits among Hispanics, by household income, April 2013-June 2014
                        • Brand familiarity important when purchasing spirits/hard alcohol
                          • Figure 8: Important factors for Hispanics when purchasing liquor/distilled spirits, by language spoken at home, August 2014
                        • Lack of “wine-culture” and familiarity with domestic brands barriers to Hispanics’ wine consumption
                          • Figure 9: Consumption of wine, by Hispanic origin, April 2013-June 2014
                        • Hispanics gravitate toward wines produced in Spanish-speaking countries
                          • Figure 10: Types of imported wine Hispanics consume, by language spoken at home, April 2013-June 2014
                        • Unacculturated Hispanics play it safe when purchasing wines
                          • Figure 11: Important factors for Hispanics when purchasing wine, by level of acculturation, August 2014
                        • What we think
                        • Issues and Insights

                            • Getting noticed out of so many options
                              • The issues:
                                • The implications:
                                  • Educating Hispanics about the category
                                    • The issues:
                                      • The implications:
                                        • Increasing trial on-premise
                                          • The issues:
                                            • The implications:
                                            • Trend Application

                                                • Trend: The Real Thing
                                                  • Trend: Patriot Games
                                                    • Trend: Slow It All Down
                                                    • Hispanic Expenditures on Alcoholic Beverages

                                                      • Key points
                                                        • Growth of Hispanics’ expenditures on alcoholic beverages accelerating
                                                          • Figure 12: Average expenditures by Hispanic households for alcoholic beverages, at current prices, three-year rolling averages, 2008-13
                                                          • Figure 13: Average expenditures by non-Hispanic households for alcoholic beverages, at current prices, three-year rolling averages, 2008-13
                                                        • Hispanics under index on spending on alcoholic beverages
                                                          • Figure 14: Average expenditures for alcoholic beverages, by Hispanic and non-Hispanic households, indexed to all households based on three-year rolling averages, 2013
                                                      • Innovations and Innovators

                                                          • Eye catching: tequila cowboy boot
                                                            • Figure 15: Tequila Cowboy Boot by Grupo Industrial Muyaad, November 2014
                                                          • Interactive: pack for liqueur
                                                            • Figure 16: Packaging of Pastis 51, November 2014
                                                          • Reusable: metal multipack for beer
                                                            • Figure 17: Packaging of Desperados, October 2014
                                                        • Marketing Strategies

                                                            • Being part of the celebration
                                                              • Figure 18: Corona Extra “Blackout” commercial, March 2014
                                                              • Figure 19: Corona Extra “Hammock” commercial, March 2014
                                                            • Engaging with Hispanics through their passions
                                                              • Partnering with people Hispanics know and like
                                                              • Hispanic Consumers and Alcoholic Beverages

                                                                • Key points
                                                                  • Consumption of alcoholic beverages
                                                                      • Figure 20: Consumption of alcoholic beverages among Hispanics, April 2013-June 2014
                                                                    • Socializing prompts consumption of beer and spirits
                                                                        • Figure 21: Reasons for drinking beer among Hispanics, by alcohol type, August 2014
                                                                    • Beer

                                                                      • Key points
                                                                        • Beer consumption among Hispanics
                                                                          • Hispanics like imported beer, but still are shy of craft/microbrew beer
                                                                            • Figure 22: Consumption of beer, by Hispanic origin, April 2013-June 2014
                                                                          • The majority of Hispanic men consume beer; so do about a third of Hispanic women
                                                                              • Figure 23: Consumption of beer among Hispanics, by age and gender, April 2013-June 2014
                                                                              • Figure 24: Consumption of beer among Hispanics, by household language spoken at home, April 2013-June 2014
                                                                            • Imported beer consumption increases with household income
                                                                              • Figure 25: Consumption of beer among Hispanics, by household income, April 2013-June 2014
                                                                            • Change in beer consumption
                                                                              • Beer consumption generally stable compared to a year ago
                                                                                • Figure 26: Hispanics’ change in consumption of beer over a year ago, by gender and age, August 2014
                                                                              • Increase in beer consumption goes hand in hand as household income increases
                                                                                • Figure 27: Hispanics’ change in consumption of beer over a year ago, by household income, August 2014
                                                                              • Reasons why Hispanics drink beer
                                                                                • The social component is a strong reason to drink beer among Hispanics
                                                                                  • Figure 28: Reasons for drinking beer among Hispanics, by gender and age, August 2014
                                                                                • Celebrations more likely to include beer among unacculturated Hispanics
                                                                                  • Figure 29: Reasons for drinking beer among Hispanics, by level of acculturation, August 2014
                                                                                • Where Hispanics consume beer
                                                                                  • Figure 30: Where Hispanics consumed beer in the last 30 days, by gender and age, April 2013-June 2014
                                                                                  • Figure 31: Where Hispanics consumed beer in the last 30 days, by language spoken at home, April 2013-June 2014
                                                                                • Where Hispanics purchase beer
                                                                                  • Hispanic men value the convenience of convenience stores when purchasing beer
                                                                                    • Figure 32: Where Hispanics purchase beer, by gender and age, August 2014
                                                                                  • Acculturation influences where Hispanics shop
                                                                                    • Figure 33: Where Hispanics purchase beer, by level of acculturation, August 2014
                                                                                  • Beer brand loyalty among Hispanics
                                                                                    • Hispanics have a short a list of brands that they prefer
                                                                                      • Figure 34: Beer brand loyalty among Hispanics, by gender and age, August 2014
                                                                                    • Brands of beer that Hispanics consume
                                                                                      • With lots to choose from, Hispanics stick with the brands they know
                                                                                        • Imported beer
                                                                                          • Figure 35: Brands of imported beer that Hispanics consumed in the last 30 days, by region, April 2013-June 2014
                                                                                        • Light beer
                                                                                          • Figure 36: Brands of light beer that Hispanics consumed in the last 30 days, by region, April 2013-June 2014
                                                                                        • Regular domestic beer
                                                                                          • Figure 37: Brands of domestic regular beer that Hispanics consumed in the last 30 days, by region, April 2013-June 2014
                                                                                        • Regular microbrew beer
                                                                                          • Figure 38: Brands of craft/microbrew beer that Hispanics consumed in the last 30 days, April 2013-June 2014
                                                                                        • Important factors for Hispanics when purchasing beer
                                                                                          • Younger Hispanics more likely to consider what others like when purchasing beer
                                                                                            • Figure 39: Important factors for Hispanics when purchasing beer, by gender and age, August 2014
                                                                                          • The social component more important among less acculturated Hispanics
                                                                                            • Figure 40: Important factors for Hispanics when purchasing beer, by level of acculturation, August 2014
                                                                                        • Spirits/Hard Alcohol

                                                                                          • Key points
                                                                                            • Spirits consumption among Hispanics
                                                                                              • In terms of spirits, Hispanics are more likely to drink tequila, but lag behind on others
                                                                                                • Figure 41: Consumption of spirits, by Hispanic origin, April 2013-June 2014
                                                                                              • Hispanic women aged 21-34 drink spirits like Hispanic men do
                                                                                                • Figure 42: Consumption of spirits among Hispanics, by gender and age, April 2013-June 2014
                                                                                              • Consumption of spirits more prevalent among English-dominant Hispanics and more affluent households
                                                                                                • Figure 43: Consumption of spirits among Hispanics, by language spoken at home, April 2013-June 2014
                                                                                                • Figure 44: Consumption of spirits among Hispanics, by household income, April 2013-June 2014
                                                                                              • Change in spirits/hard alcohol consumption
                                                                                                • Spirits/hard alcohol consumption steady among Hispanics
                                                                                                  • Figure 45: Hispanics’ change in consumption over a year ago – spirits/hard alcohol, by language spoken at home, August 2014
                                                                                                • Reasons why Hispanics drink spirits/hard alcohol
                                                                                                  • Among Hispanics, a good reason has to exist for drinking spirits
                                                                                                      • Figure 46: Reasons for drinking spirits/hard alcohol among Hispanics, by language spoken at home, August 2014
                                                                                                    • Where Hispanics consume liquor
                                                                                                      • Bars and restaurants provide the celebratory environment that Hispanics need to drink spirits
                                                                                                        • Figure 47: Where Hispanics consumed liquor in the last 30 days, by gender and age April 2013-June 2014
                                                                                                      • Where Hispanics purchase spirits/hard alcohol
                                                                                                        • Liquor stores main destination to purchase spirits among Hispanics
                                                                                                          • Figure 48: Where Hispanics purchase spirits/hard alcohol, by language spoken at home, August 2014
                                                                                                        • Important factors for Hispanics when purchasing spirits/hard alcohol
                                                                                                          • Brand familiarity important when purchasing spirits/hard alcohol
                                                                                                            • Figure 49: Important factors for Hispanics when purchasing liquor/distilled spirits, by language spoken at home, August 2014
                                                                                                        • Wine

                                                                                                          • Key points
                                                                                                            • Wine consumption among Hispanics
                                                                                                              • Lack of “wine-culture” and familiarity with domestic brands barriers to Hispanics’ wine consumption
                                                                                                                • Figure 50: Consumption of wine, by Hispanic origin, April 2013-June 2014
                                                                                                              • Hispanic men and women equally likely to consume wine
                                                                                                                • Figure 51: Consumption of wine among Hispanics, by gender and age, April 2013-June 2014
                                                                                                              • Hispanics more likely to drink wine as more English is spoken and household income is higher
                                                                                                                • Figure 52: Consumption of wine among Hispanics, by language spoken at home, April 2013-June 2014
                                                                                                                • Figure 53: Consumption of wine among Hispanics, by household income, April 2013-June 2014
                                                                                                              • Change in wine consumption
                                                                                                                • More affluent Hispanics more likely to perceive an increase in consumption
                                                                                                                  • Figure 54: Hispanics’ change in consumption of wine over a year ago, by gender and age, August 2014
                                                                                                                • Types of domestic wine Hispanics drink
                                                                                                                  • No particular preference of red versus white
                                                                                                                    • Figure 55: Types of domestic wine Hispanics consume, by language spoken at home, April 2013-June 2014
                                                                                                                  • Origin of imported wine Hispanics drink
                                                                                                                    • Hispanics gravitate toward wines produced in Spanish-speaking countries
                                                                                                                      • Figure 56: Types of imported wine Hispanics consume, by language spoken at home, April 2013-June 2014
                                                                                                                    • Reasons why Hispanics drink wine
                                                                                                                      • Social component important reason for Hispanics to consume beer
                                                                                                                        • Figure 57: Reasons for drinking wine among Hispanics, by gender, August 2014
                                                                                                                      • Acculturated Hispanics more likely to drink for more personal rewards
                                                                                                                        • Figure 58: Reasons for drinking wine among Hispanics, by level of acculturation, August 2014
                                                                                                                      • Where Hispanics consume wine
                                                                                                                        • Hispanic wine drinkers like it enough to order it at restaurants
                                                                                                                          • Figure 59: Where Hispanics consumed wine in the last 30 days, by household income, April 2013-June 2014
                                                                                                                        • Where Hispanics purchase wine
                                                                                                                          • Hispanics from different acculturation levels purchase wine at different types of stores
                                                                                                                            • Figure 60: Where Hispanics purchase wine, by level of acculturation, August 2014
                                                                                                                          • Important factors for Hispanics when purchasing wine
                                                                                                                            • Familiarity with brand important for Hispanics when deciding which wine to purchase
                                                                                                                              • Figure 61: Important factors for Hispanics when purchasing wine, by gender, August 2014
                                                                                                                            • Unacculturated Hispanics play it safe when purchasing wines
                                                                                                                              • Figure 62: Important factors for Hispanics when purchasing wine, by level of acculturation, August 2014
                                                                                                                          • Buying Power of US Hispanics

                                                                                                                            • Key points
                                                                                                                              • Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
                                                                                                                                • Figure 63: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                                                                                • Figure 64: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                                                                                • Figure 65: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
                                                                                                                                • Figure 66: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
                                                                                                                              • US household income distribution
                                                                                                                                • Figure 67: Median household income, by race and Hispanic origin of householder, 2012
                                                                                                                            • Demographic Profile of US Hispanics

                                                                                                                                • Key points
                                                                                                                                  • Population trends
                                                                                                                                    • Figure 68: Population by race and Hispanic origin, 2009-19
                                                                                                                                    • Figure 69: Population, by race and Hispanic origin, 1970-2020
                                                                                                                                    • Figure 70: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                  • Hispanic share of births
                                                                                                                                    • Figure 71: Distribution of births, by race and Hispanic origin of mother, 2002-12
                                                                                                                                  • The Hispanic and total US population by age
                                                                                                                                    • Figure 72: Hispanic share of the population, by age, 2009-19
                                                                                                                                  • The Hispanic and total US population by gender
                                                                                                                                    • Figure 73: Population, by gender and Hispanic origin, 2009-19
                                                                                                                                    • Figure 74: Age distribution of women, by Hispanic origin, 2014
                                                                                                                                    • Figure 75: Age distribution of men, by Hispanic origin, 2014
                                                                                                                                  • Characteristics
                                                                                                                                    • Marital status
                                                                                                                                      • Figure 76: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                                                      • Figure 77: Marital status of Hispanics, by age, 2013
                                                                                                                                      • Figure 78: Gender ratio, by age and Hispanic origin, 2014
                                                                                                                                    • Household size
                                                                                                                                      • Figure 79: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
                                                                                                                                    • Children in the household
                                                                                                                                      • Figure 80: Households, by presence and ages of own children, 2013
                                                                                                                                    • Generations
                                                                                                                                      • Figure 81: Generations, by Hispanic origin, 2014
                                                                                                                                      • Figure 82: Distribution of generations by race and Hispanic origin, 2014
                                                                                                                                    • Hispanics by country of origin/heritage
                                                                                                                                      • Figure 83: Hispanic population, by country of origin/heritage
                                                                                                                                    • Mexicans (63% of US Hispanics)
                                                                                                                                      • Figure 84: Number of tortilla-related products launched per year in the US, 1996-2013
                                                                                                                                    • Puerto Ricans (9% of US Hispanics)
                                                                                                                                      • Cubans (4% of US Hispanics)
                                                                                                                                        • Dominicans (3% of US Hispanics)
                                                                                                                                          • Central Americans (8% of US Hispanics)
                                                                                                                                            • South Americans (5% of US Hispanics)
                                                                                                                                              • Figure 85: US Hispanic population, by country of origin/heritage, 2000-10
                                                                                                                                              • Figure 86: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                                            • Hispanics by geographic concentration
                                                                                                                                              • Figure 87: Hispanic population, by region of residence, 2000-10
                                                                                                                                              • Figure 88: Hispanic or Latino population as a percentage of total population by county, 2010
                                                                                                                                            • States with the most Hispanic population growth
                                                                                                                                              • Figure 89: States ranked by change in Hispanic population, 2000-10
                                                                                                                                              • Figure 90: Percentage change in Hispanic or Latino population by county, 2000-10
                                                                                                                                            • Key Hispanic metropolitan areas
                                                                                                                                              • Figure 91: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                                            • Hispanics online
                                                                                                                                              • Figure 92: Internet use among Hispanics aged 18+, 2013
                                                                                                                                          • Acculturation

                                                                                                                                              • What is acculturation?
                                                                                                                                                • Figure 93: Acculturation diagram
                                                                                                                                                • Figure 94: Variables that affect acculturation
                                                                                                                                              • Why is level of acculturation important?
                                                                                                                                                • Levels of acculturation
                                                                                                                                                  • Figure 95: Characteristics of primary acculturation levels
                                                                                                                                                • What is retroacculturation?
                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                  • Beer
                                                                                                                                                    • Demographic profile of beer drinkers
                                                                                                                                                      • Figure 96: Demographic profile of Hispanics who drink beer, April 2013-June 2014
                                                                                                                                                    • Change in consumption
                                                                                                                                                      • Figure 97: Hispanics’ change in consumption of beer over a year ago, by language spoken at home, August 2014
                                                                                                                                                      • Figure 98: Hispanics’ change in consumption of beer over a year ago, by level of acculturation, August 2014
                                                                                                                                                    • Reasons why Hispanics drink beer
                                                                                                                                                      • Figure 99: Reasons for drinking beer among Hispanics, by household income, August 2014
                                                                                                                                                      • Figure 100: Reasons for drinking beer among Hispanics, by language spoken at home, August 2014
                                                                                                                                                    • Where Hispanics consume beer
                                                                                                                                                      • Figure 101: Where Hispanics consumed beer in the last 30 days, by gender and age, April 2013-June 2014
                                                                                                                                                    • Where Hispanics purchase beer
                                                                                                                                                      • Figure 102: Where Hispanics purchase beer, by household income, August 2014
                                                                                                                                                      • Figure 103: Where Hispanics purchase beer, by language spoken at home, August 2014
                                                                                                                                                    • Beer brand loyalty among Hispanics
                                                                                                                                                      • Figure 104: Beer brand loyalty among Hispanics, by household income, August 2014
                                                                                                                                                      • Figure 105: Beer brand loyalty among Hispanics, by language spoken at home, August 2014
                                                                                                                                                      • Figure 106: Beer brand loyalty among Hispanics, by level of acculturation, August 2014
                                                                                                                                                    • Important factors for Hispanics when purchasing beer
                                                                                                                                                      • Figure 107: Important factors for Hispanics when purchasing beer, by household income, August 2014
                                                                                                                                                      • Figure 108: Important factors for Hispanics when purchasing beer, by language spoken at home, August 2014
                                                                                                                                                    • Spirits/hard alcohol
                                                                                                                                                      • Demographic profiles of spirits drinkers
                                                                                                                                                        • Figure 109: Demographic profile of Hispanics who drink spirits, April 2013-June 2014
                                                                                                                                                        • Figure 110: Demographic profile of Hispanics who drink whisky, April 2013-June 2014
                                                                                                                                                      • Past three months consumption
                                                                                                                                                        • Figure 111: Hispanics’ past three month consumption of spirits/hard alcohol, by language spoken at home, August 2014
                                                                                                                                                        • Figure 112: Hispanics’ past three month consumption of spirits/hard alcohol, by level of acculturation, August 2014
                                                                                                                                                      • Change in spirits/hard alcohol consumption
                                                                                                                                                        • Figure 113: Hispanics’ change in consumption over a year ago – spirits/hard alcohol, by gender, August 2014
                                                                                                                                                      • Reasons why Hispanics drink spirits/hard alcohol
                                                                                                                                                        • Figure 114: Reasons for drinking spirits/hard alcohol among Hispanics, by gender, August 2014
                                                                                                                                                      • Where Hispanics purchase spirits/hard alcohol
                                                                                                                                                        • Figure 115: Where Hispanics purchase spirits/hard alcohol, by gender, August 2014
                                                                                                                                                      • Where Hispanics purchase spirits/hard alcohol
                                                                                                                                                        • Figure 116: Where Hispanics purchase spirits/hard alcohol, by gender, August 2014
                                                                                                                                                      • Important factors for Hispanics when purchasing spirits/hard alcohol
                                                                                                                                                        • Figure 117: Important factors for Hispanics when purchasing liquor/distilled spirits, by gender, August 2014
                                                                                                                                                      • Wine
                                                                                                                                                        • Demographic profile of wine drinkers
                                                                                                                                                          • Figure 118: Demographic profile of Hispanics who drink wine, April 2013-June 2014
                                                                                                                                                        • Change in wine consumption
                                                                                                                                                          • Figure 119: Hispanics’ change in consumption of wine over a year ago, by language spoken at home, August 2014
                                                                                                                                                          • Figure 120: Hispanics’ change in consumption of wine over a year ago, by level of acculturation, August 2014
                                                                                                                                                        • Reasons why Hispanics drink wine
                                                                                                                                                          • Figure 121: Reasons for drinking wine among Hispanics, by language spoken at home, August 2014
                                                                                                                                                        • Where Hispanics purchase wine
                                                                                                                                                          • Figure 122: Where Hispanics purchase wine, by gender and age, August 2014
                                                                                                                                                          • Figure 123: Where Hispanics purchase wine, by language spoken at home, August 2014
                                                                                                                                                        • Important factors for Hispanics when purchasing wine
                                                                                                                                                          • Figure 124: Important factors for Hispanics when purchasing wine, by language spoken at home, August 2014
                                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                                        Companies Covered

                                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                                        Hispanic Consumers and Alcoholic Beverages - US - December 2014

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