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Hispanics and Alcohol Beverages - US - January 2012

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

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Table of contents

  1. 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

                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                    • Anheuser Busch-InBev
                                                                                                                                                                                                                                                    • MillerCoors LLC
                                                                                                                                                                                                                                                    • Pernod Ricard USA

                                                                                                                                                                                                                                                    Hispanics and Alcohol Beverages - US - January 2012

                                                                                                                                                                                                                                                    £2,684.63 (Excl.Tax)