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Hispanics and Alcoholic Beverages - US - February 2018

"Hispanics’ expenditures on alcoholic beverages have experienced significant growth over the past five years. However, Hispanics’ share of expenditures under indexes considerably relative to their share of the population. Hispanics tend to gravitate mainly toward beer, and they under index for drinking spirits and wine. However, access to better opportunities and a continued shift toward biculturalism creates opportunities for brands of alcoholic beverages to grow not only their share, but the size of the Hispanic market as a whole. The challenge for brands is to be noticed and to give Hispanics a reason for trial."
- Juan Ruiz, Director of Hispanic Insights

This Report looks at the following areas:

  • Relaxation yes, but there has to be something else 
  • Brand is really important
  • Drinking occasions are key

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Relaxation yes, but there has to be something else
              • Figure 1: Hispanics’ top reasons for drinking alcoholic beverages, indexed to all, December 2017
            • Brand is really important
              • Figure 2: Reasons important to Hispanics when choosing beer – Select reasons, indexed to all, December 2017
            • Drinking occasions are key
              • Figure 3: Correspondence analysis – Association of alcoholic beverages and occasions, December 2017
            • The opportunities
              • Leveraging current drinkers
                • Figure 4: Hispanics’ consumption of alcoholic beverages, by language spoken at home and household income, July 2016-August 2017
              • The potential of bilingual/bicultural Hispanics
                • Figure 5: Hispanics’ consumption of spirits, by language spoken at home, July 2016-August 2017
              • The importance of defining drinking reasons
                • Figure 6: Top factors influencing Hispanics when choosing spirits – Select factors, indexed to all, December 2017
              • What it means
              • The Market – What You Need to Know

                • Hispanics’ expenditures on alcoholic beverages are growing but still below fair share
                  • It is a young market
                    • Hispanics are value oriented
                      • Hispanics have 20 countries of origin
                        • Hispanic drinkers are not all the same
                        • Market Size

                          • Hispanics spend $21.8 billion on alcoholic beverages
                              • Figure 7: Expenditures by Hispanic households for on-premise and off-premise alcoholic beverages, at current prices, 2012-17
                              • Figure 8: Expenditures by Hispanic households for on-premise and off-premise alcoholic beverages, at inflation-adjusted prices, 2012-17
                          • Market Factors

                            • The Hispanic market is young
                              • Figure 9: Population by Hispanic origin and generation, 2018
                            • Hispanics’ median household income is lower
                              • Figure 10: Median household income, by race and Hispanic origin of householder, 2016
                              • Figure 11: Household income distribution, by race and Hispanic origin of householder, 2015
                            • Low unemployment can give Hispanics confidence to spend
                              • Figure 12: Hispanic unemployment (seasonally adjusted), January 2007-November 2017
                            • Hispanics’ country of origin/descent includes 20 countries
                              • Figure 13: Hispanic population, by country of origin/heritage, 2015
                          • Alcoholic Beverages Attitudinal Segments

                            • There are four segments for Hispanics and alcoholic beverages
                                • Figure 14: Hispanics and alcoholic beverages dining out attitudinal segments, December 2017
                              • Social Justifiers (32%)
                                • Opportunities
                                  • Characteristics
                                    • Figure 15: Profile of Hispanic Social Justifiers, December 2017
                                  • Relaxed Drinkers (29%)
                                    • Opportunities
                                      • Characteristics
                                        • Figure 16: Profile of Hispanic Relaxed Drinkers, December 2017
                                      • Pragmatic Moderates (19%)
                                        • Opportunities
                                          • Characteristics
                                            • Figure 17: Profile of Hispanic Pragmatic Moderates, December 2017
                                          • Averse Drinkers (20%)
                                            • Opportunities
                                              • Characteristics
                                                • Figure 18: Profile of Hispanic Averse Drinkers, December 2017
                                            • What’s Happening? – What You Need to Know

                                              • Hispanics may be an important target for flavored launches
                                                • New cocktail recipes can be a way to connect with Hispanics
                                                  • Having a presence at the multiple retailer types is important
                                                    • The importance of being creative
                                                    • What’s Happening?

                                                        • Hispanics are more open to try flavored alcoholic beverages
                                                          • Figure 19: Consumption of flavored beer, by race and Hispanic origin, indexed to all, August 2017
                                                        • Hispanics over index for trying new cocktail recipes
                                                          • Figure 20: Attitudes toward spirits, by race and Hispanic origin, indexed to all, August 2017
                                                        • Hispanics buy alcoholic beverages in multiple places
                                                          • Figure 21: Purchase location for spirits, by race and Hispanic origin, indexed to all, August 2017
                                                        • Promoting categories
                                                          • Finding creative ways to stand out
                                                          • The Consumer – What You Need to Know

                                                            • Taste is not a priority
                                                              • The challenge to grow consumption of spirits and wine
                                                                • Younger Hispanics are key for beer brands
                                                                  • Brand is so important in beer
                                                                    • The importance of bilingual Hispanics to spirits
                                                                      • Spirits are for special occasions
                                                                        • Imported beers are suffocating craft/microbrewed beer
                                                                        • Why Do Hispanics Drink Alcoholic Beverages?

                                                                            • Fun can trump taste
                                                                              • Figure 22: Hispanics’ reasons for drinking alcoholic beverages, indexed to all, December 2017
                                                                              • Figure 23: Hispanics’ reasons for drinking alcoholic beverages – Select reasons, by gender and age, December 2017
                                                                            • “Focus on self” increases with acculturation
                                                                              • Figure 24: Hispanics’ reasons for drinking alcoholic beverages – Select reasons, by level of acculturation, December 2017
                                                                          • What Alcoholic Beverages Do Hispanics Drink?

                                                                              • Hispanics’ consumption of alcoholic beverages is discretionary
                                                                                • Figure 25: Hispanics’ consumption of alcoholic beverages, indexed to all, July 2016-August 2017
                                                                                • Figure 26: Hispanics’ consumption of alcoholic beverages, by language spoken at home and household income, July 2016-August 2017
                                                                            • Hispanics and Beer

                                                                                • Hispanic over index for imported beer
                                                                                  • Figure 27: Hispanics’ consumption of beer, indexed to all, indexed to all, July 2016-August 2017
                                                                                • Beer consumption decreases with age
                                                                                  • Figure 28: Hispanics’ consumption of beer, by age, July 2016-August 2017
                                                                                • More affluent Hispanics have more sophisticated tastes
                                                                                  • Figure 29: Hispanics’ consumption of beer, by household income, indexed to all, July 2016-August 2017
                                                                              • Important Factors When Choosing Beer

                                                                                  • Brand matters
                                                                                    • Figure 30: reasons important to Hispanics when choosing beer, indexed to all, December 2017
                                                                                  • Does local resonate with Hispanics?
                                                                                    • Figure 31: importance Hispanics give to local breweries when choosing beer, by key demographics, December 2017
                                                                                  • Does low-alcohol-content beer resonate with Hispanics?
                                                                                    • Figure 32: Importance Hispanics give to low alcohol content when choosing beer, by key demographics, December 2017
                                                                                • Hispanics and Spirits/Liquor

                                                                                    • What can other spirits learn from tequila?
                                                                                      • Figure 33: Hispanics’ consumption of spirits, indexed to all, July 2016-August 2017
                                                                                      • Figure 34: Hispanics’ consumption of spirits, by language spoken at home, July 2016-August 2017
                                                                                  • Important Factors When Choosing Spirits

                                                                                      • There has to be a reason
                                                                                          • Figure 35: Factors influencing Hispanics when choosing spirits, indexed to all, December 2017
                                                                                        • The influence of ingredients at home
                                                                                          • Figure 36: Factors influencing Hispanics when choosing spirits – Ingredients I already have at home, by key demographics, December 2017
                                                                                      • Associations of Beverages and Occasions

                                                                                          • Little differentiation in beer types highlights the importance of brand
                                                                                            • Occasions for spirits are narrower
                                                                                              • Wine is all about food
                                                                                                • Opportunities for spirits and wine
                                                                                                  • Figure 37: Correspondence analysis – Association of alcoholic beverages and occasions, December 2017
                                                                                                  • Figure 38: Association of alcoholic beverages and occasions, December 2017
                                                                                              • Appendix – Data Sources and Abbreviations

                                                                                                • Data sources
                                                                                                  • Sales data
                                                                                                    • Consumer survey data
                                                                                                      • Abbreviations and terms
                                                                                                        • Abbreviations
                                                                                                          • Terms
                                                                                                            • What is acculturation?
                                                                                                            • Appendix – The Consumer

                                                                                                                • Figure 39: Hispanics’ consumption of beer, by age, indexed to all, July 2016-August 2017
                                                                                                                • Figure 40: Hispanics’ consumption of beer, by household income, indexed to all, July 2016-August 2017
                                                                                                                • Figure 41: Hispanics’ consumption of spirits, by age, indexed to all, July 2016-August 2017
                                                                                                                • Figure 42: Hispanics’ consumption of spirits, by household income, indexed to all, July 2016-August 2017

                                                                                                            Hispanics and Alcoholic Beverages - US - February 2018

                                                                                                            US $4,395.00 (Excl.Tax)