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- Hispanics and Alcohol Beverages - US - January 2012
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This report provides an up-close look at Hispanics and the alcoholic beverage market, including:
- Beer, wine and spirits consumption trends among Hispanic adults
- Consumers’ attitudes towards pricing, marketing, brands and alcoholic beverage preferences
- How age, gender, income, acculturation levels, and country of origin affect beverage preferences, particularly among the key groups: Mexicans, Puerto Ricans, Dominicans, and U.S.-born Hispanics
- Hispanic consumers’ preferred shopping channels for alcoholic beverages
- Growth of Hispanic Millennials as a driving force and growing target in alcoholic beverage marketing
- Types of advertising and other promotional strategies used to reach Hispanics, both traditional and online
Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Advertising
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The consumer
Beer: The consumer
Beer: The brands
Table wine
Spirits
The shopping experience
Marketing strategies
U.S. Hispanic population
Insights and Opportunities
Wine marketers should emphasize value
Marketing wine and spirits
Spirits
Wine
Hispanics love cocktail recipes
The Latina lifestyle
Inspire Insights
Trend: “Premiumization and Indulgence”
Trend: “Fauxthenticity”
The Consumer
Key points
Household expenditure
Figure 1: Indexed average expenditures for alcohol beverages, by Hispanic and non-Hispanics, 2006-10
Figure 2: Alcohol abstention by sex and income
Figure 3: Alcohol consumption by level of educational attainment
Beer
Average expenditure in beer
Figure 4: Indexed average expenditures on beer, by Hispanic and non-Hispanics, 2006-10
Hispanics are the most likely to drink imported beer
Figure 5: Types of beers drank by race/Hispanic origin, April 2010-June 2011
Wine
Hispanics are not big wine consumers
Figure 6: Types of wine, Champagne, and dessert wines drank by race/Hispanic origin, April 2010-June 2011
Consumer expenditure on wine
Figure 7: Indexed average expenditures on wine, by Hispanic and non-Hispanics, 2006-10
Spirits
Figure 8: Indexed average expenditures on spirits, by Hispanic and non-Hispanics, 2006-10
Tequila is popular among Hispanics
Figure 9: Types of spirits drank by race/Hispanic origin, April 2010-June 2011
Coolers and cocktail mixes
Figure 10: Types of coolers and cocktail mixes drank by race/Hispanic origin, April 2010-June 2011
Type of drinks consumed by Hispanics
Older men are the most likely to drink wine
Figure 11: Type of alcoholic drinks consumed in the last three months, by gender and age, November 2011
Beer is the alcoholic beverage of choice among Hispanics
Figure 12: Type of alcoholic drinks consumed in the last three months, by language spoken at home, November 2011
Beer: The Consumer
Key points
Hispanics enjoy lagers
Type of beer preferred
Older Latinas prefer domestic beers
Figure 13: Types of beer preferred by Hispanic consumers, by age and gender, November 2011
Spanish-dominants prefer imported beers
Figure 14: Types of beer preferred by Hispanic consumers, by language preferred when watching television, November 2011
Brand loyalty
Figure 15: Brand loyalty when choosing a beer by Hispanic consumers, by language preferred when watching television, November 2011
Changes in beer consumption
Older Latinas are the least likely to have changed their beer consumption habits
Figure 16: Changes in consumption of beer by Hispanic consumers, by gender and age, November 2011
Not drinking to their health
Figure 17: Reasons for drinking less beer by Hispanic consumers, by gender, November 2011
Embracing light beer
English-dominant prefer domestic light beer
Figure 18: Frequency of drinking domestic light beer by Hispanic consumers, by language spoken at home, November 2011
U.S.-born Hispanics most likely to consume domestic light beer
Figure 19: Frequency of drinking domestic light beer by Hispanic consumers, by country of origin, November 2011
Spanish-dominant prefer imported light beer
Figure 20: Frequency of drinking imported light beer by Hispanic consumers, by television language watched in home, November 2011
Caribbeans enjoy light imported beers
Figure 21: Frequency of drinking imported light beer by Hispanic consumers, country of origin, November 2011
Beer: The Brands
Key points
Sports drive beer sales
Figure 22: Sports viewed by Hispanics, by language spoken in the home, April 2009-June 2010
Domestic beer
Figure 23: Brand of domestic beers drank, by race/Hispanic origin, April 2010-June 2011
Price and brand recognition
Blue-collar identity
Raising prices on value brands
Crafty and acculturated
Figure 24: Brand of domestic beers drank by Hispanics, by language spoken in the home, April 2010 - June 2011
Favorite imported brands
Hispanics are the most likely to consume imported brands
Figure 25: Brand of imported beers drank, by race/Hispanic origin, April 2010-June 2011
Mexicans prefer beers imported from Mexico
Figure 26: Brand of imported beers drank, by country of origin, April 2010-June 2011
Heineken is preferred by English-dominant Latinos
Figure 27: Brand of imported beers drank, by language spoken at home, April 2010-June 2011
Domestic light beers
Bud Light is the brand of choice among Hispanics
Figure 28: Brand of light/low-calorie beers drank, by race/Hispanic origin, April 2010-June 2011
Younger Latinas enjoy Tecate Light
Figure 29: Brand of light/low-calorie beers drank by Hispanics, by age and gender, April 2010-June 2011
Table wine
Key points
Attitudes toward wine
Men are more likely to believe in its health benefits
Figure 30: Attitudes toward drinking wine by Hispanic consumers, by gender, November 2011
Caribbeans believe that drinking wine is healthy
Figure 31: Attitudes toward drinking wine by Hispanic consumers, by country of origin, November 2011
Changes in wine consumption
Men are drinking more wine at home
Figure 32: Attitudes toward drinking wine by Hispanic consumers, by gender, November 2011
Spanish-dominant are drinking less wine
Figure 33: Attitudes toward drinking wine by Hispanic consumers, by language spoken at home, November 2011
Domestic wines
Hispanics are more likely to prefer merlots
Figure 34: Likelihood of drinking domestic wine and types of wine, by race/Hispanic origin, April 2010-June 2011
Cubans and cabernet sauvignon
Figure 35: Likelihood of drinking domestic wine and types of wine, by country of origin, April 2010-June 2011
Sutter Home is the preferred domestic brand
Figure 36: Consumption of domestic wine by top 10 brands, by race/Hispanic origin, February 2010-March 2011
Imported wines
Hispanics prefer Chilean reds
Figure 37: Likelihood of drinking imported wine and country of origin of the wine, by race/Hispanic origin, April 2010-June 2011
Latinos prefer Hispanic whites
Figure 38: Likelihood of drinking imported wine and country of origin of the wine, by country of origin, April 2010-June 2011
Concha y Toro is the favorite brand among Hispanics
Figure 39: Consumption of imported wine by at least 7% brand penetration, by race/Hispanic origin, February 2010-March 2011
Spirits
Key points
How consumers drink spirits
U.S. population vs. Hispanics
Figure 40: Ways in which consumers drink hard alcohol/distilled spirits, total U.S. population, May and November 2011
Young Latinas enjoy shots
Young Hispanic men prefer to mix with juice or soda
Figure 41: Ways in which consumers drink hard alcohol/distilled spirits, by gender and age, November 2011
English-dominant prefer shots
Figure 42: Ways in which consumers drink hard alcohol/distilled spirits, by language(s) spoken at home, November 2011
Attitudes toward spirits
Taste is more important to Hispanic men than women
Figure 43: Why Hispanic consumers drink hard alcohol/distilled spirits, by gender and age, November 2011
Tequila
Hispanics are the most likely to consume tequila
Figure 44: Likelihood of drinking Tequila and type of brand, by race/Hispanic origin, April 2010-June 2011
Mexicans and U.S.-born Hispanics are the tequila drinkers
Figure 45: Likelihood of drinking Tequila and type of brand, by place of birth, April 2010-June 2011
Bilingual Hispanics consume the most tequila
Figure 46: Likelihood of drinking Tequila and number of glasses of Tequila drunk in the last 30 days, by language spoken in the home, April 2010-June 2011
Rum
Hispanics produce it but don’t consume it
Figure 47: Likelihood of drinking rum and type of brand, by race/Hispanic origin, April 2010-June 2011
Rum is most popular among U.S.-born Hispanics
Figure 48: Likelihood of drinking rum, type of rum and number of glass drunk in the last 30 days, by country of birth, April 2010-June 2011
Vodka
A spirit with little appeal to Hispanics
Figure 49: Likelihood of drinking vodka and type of brand, by race/Hispanic origin, April 2010-June 2011
U.S.-born Hispanics enjoy vodka
Figure 50: Likelihood of drinking vodka among Hispanics, by country of origin, April 2010-June 2011
Younger Hispanic adults enjoy vodka
Figure 51: Likelihood of drinking vodka among Hispanics, by age, April 2010-June 2011
Whiskey
Figure 52: Likelihood of drinking whiskey and type of whiskey, by race/Hispanic origin, April 2010-June 2011
The Shopping Experience
Key points
Not all channels can sell alcoholic beverages
Impact of states’ Hispanic populations on data
Retail channels where Hispanics purchase beer
Higher-income Hispanics prefer to purchase beer at supermarkets
Figure 53: Preferred retailers when purchasing beer, by household income, November 2011
English-dominant prefer to purchase beer at supermarkets
Figure 54: Preferred retailers when purchasing beer, language in which television is watched, November 2011
Shopping for spirits
Regardless of household income, Hispanics prefer to purchase at supermarkets
Figure 55: Preferred retailers when purchasing spirits, by household income, November 2011
Spanish-dominant prefer to purchase spirits at supermarkets
Figure 56: Preferred retailers when purchasing spirits, by language preference when watching television, November 2011
Shopping for wine
Liquor stores most popular among higher-income Hispanics
Figure 57: Preferred retailers when purchasing wine, by household income, November 2011
English-dominant prefer to purchase wine at liquor stores
Figure 58: Preferred retailers when purchasing wine, by language in which television is watched, November 2011
Influences when purchasing beer
Older Latinas look for full flavor
Figure 59: What consumers look for when purchasing beer, by gender and age, November 2011
Bilingual Hispanics prefer flavored beers
Figure 60: What consumers look for when purchasing beer, by language in which television is watched, November 2011
Central Americans like flavored beer
Figure 61: What consumers look for when purchasing beer, by country of origin, November 2011
Influences when purchasing wine
Latinas read the label
Figure 62: reasons for buying a particular wine, Hispanic consumers, by gender, November 2011
Spanish-dominant look for descriptions on labels
Figure 63: reasons for buying a particular wine, by Hispanic consumers, by language spoken in home, November 2011
Influences when purchasing liquor/distilled spirits
Young women are interested in flavored spirits
Figure 64: Why consumers choose a particular brand of hard alcohol/distilled spirits, by gender and age, November 2011
Spanish-dominant look for advice
Figure 65: Why consumers choose a particular brand of hard alcohol/distilled spirits, by language spoken at home, November 2011
Marketing Strategies
Key points
Hispanics embrace media
Beer companies are big spenders
Beer marketing
Anheuser-Busch
MillerCoors
Coors Light
Figure 66: Coors Light, January-May 2011, Miami-Ft. Lauderdale
Miller Lite
Figure 67: Miller Lite, March-June 2011, Los Angeles
Corona Extra
Figure 68: Corona Extra, April-November 2011, Los Angeles
Tecate
Figure 69: Tecate, March-May 2011, National Cable
Heineken’s flagship brand
Wine marketing
Beringer
Figure 70: Beringer, November 2010, Los Angeles
Spirits marketing
Diageo sets a precedent
Ketel One
Figure 71: Ketel One, May-November 2011, Houston
Brown-Forman
Boxing con Tres Generaciones
Hennessey spins DJs
Chivas and chivalry
Figure 72: Chivas, November 2010-January 2011, Los Angeles
Rum promotions
U.S. Hispanic Population
Key facts
U.S. population by race/Hispanic origin
Figure 73: Population, by race/Hispanic origin, 1970-2020
Figure 74: Asian, Black, and Hispanic populations, 1970-2020
Figure 75: Population by race and Hispanic origin, 2006-16
The Hispanic and non-Hispanic population
The Hispanic and total U.S. population by age
Figure 76: U.S. Hispanic population, by age, 2006-16
Figure 77: U.S. Population, by age, 2006-16
The Hispanic and total U.S. population by gender
Women
Figure 78: Hispanic women, by age, 2005-15
Figure 79: Total U.S. female population, by age, 2005-15
Men
Figure 80: Hispanic men, by age, 2005-15
Figure 81: Total U.S. male population, by age, 2005-15
Hispanic purchasing power
Figure 82: Purchasing power, by race/Hispanic origin, 2008
U.S. household income distribution
Figure 83: Median household income, by race and Hispanic origin of householder, 2010
Hispanic income levels
Figure 84: Largest Hispanic states, by Hispanic disposable income, 2005
Generations
Hispanics by generation
Figure 85: Generations—Hispanics vs. non-Hispanics, 2009
Figure 86: Fertility rate, by race and Hispanic origin of mother, 1998-2008
The Hispanic household
Figure 87: Average household size, by Hispanic origin/race of householder, 2001 and 2008
Figure 88: Households, by number of persons in the household—Hispanics vs. all households, 2009
Figure 89: Households with children by race and Hispanic origin of householder, 2011
Figure 90: Households, by race of householder and presence and ages of children, 2011
Hispanics by country of origin/heritage
Figure 91: Hispanic population by type, 2000-10
Figure 92: Graph: Hispanics, by country of origin/heritage, 2010
Hispanics by geographic concentration
Figure 93: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Figure 94: Hispanic population by region of residence, 2000-10
Figure 95: Graph: Hispanic population, by region, 2010
Figure 96: 10 places* with highest number of Hispanics, 2010
Figure 97: 10 places* with the largest share of Hispanics, 2010
States with the most Hispanic population growth
Figure 98: Five states with the greatest percentage of Hispanic growth, 2000-10
Key Hispanic metropolitan areas
Figure 99: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
Figure 100: U.S. Hispanic households, by metropolitan status 2006-11
Acculturation
What is acculturation?
Why is level of acculturation important?
Levels of acculturation
Figure 101: Hispanics, by acculturation and assimilation level, 1998-2008
What is retro-acculturation?
Appendix: Other Useful Information
Wines from Latin America
Tequila
Rum
Cuban rum brands
Dominican rum drinks
Rum’s background
Appendix: Trade Associations
Spirits
Wine
Beer
- Anheuser Busch-InBev
- MillerCoors LLC
- Pernod Ricard USA
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