Table of Contents
Introduction & Abbreviations
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- INTRODUCTION
- OTHER RELEVANT REPORTS
- DEFINITION
- ABBREVIATIONS & TERMS
Executive Summary
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- HISPANICS ARE NOW THE LARGEST MINORITY GROUP IN THE U.S.
- U.S. HISPANICS ARE A DIVERSE GROUP
- ACCULTURATION HAS A LARGE INFLUENCE ON PURCHASES
- SPANISH-LANGUAGE MARKETING NEEDED TO REACH HISPANICS
- HISPANICS DRINK A WIDE VARIETY OF FRUIT JUICES
- WHOLE MILK IS MORE POPULAR AMONG HISPANICS
- HISPANICS PREFER COFFEE TO TEA
- IMMIGRANTS ARE LESS LIKELY TO CONSUME SOFT DRINKS
- “ALTERNATIVE” BEVERAGES APPEAL TO HISPANICS
- HISPANICS PREFER DOMESTIC TO IMPORTED BEER
- TEQUILA IS THE LEADING TYPE OF DISTILLED SPIRIT
- HISPANICS ARE LESS LIKELY TO DRINK WINE
- HERITAGE INFLUENCES ALCOHOLIC BEVERAGE CONSUMPTION
The Hispanic Population
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- INTRODUCTION
- GROWTH OF THE HISPANIC POPULATION
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- Figure 1 U.S. population by Hispanic origin, 1990-2002
- Graph 1 Population by age and Hispanic origin, 2002
- DIVERSITY WITHIN THE HISPANIC POPULATION
- MANY HISPANICS ARE IMMIGRANTS
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- Graph 2 Median household income, by Hispanic origin, 2001
- DIFFERENCES IN REGIONAL HISPANIC POPULATIONS
- HISPANICS HAVE LARGER THAN AVERAGE HOUSEHOLDS
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- Graph 3 Household size, by Hispanic origin, 2002
- ACCULTURATION
Non-alcoholic Beverages
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- FRUIT AND VEGETABLE JUICES
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- Figure 2 Household consumption of fruit and vegetable juice, by Hispanic origin, 2002Bases: All: 20,024 adults aged 18 or older; All Hispanics: 10,072 Hispanics aged 18 or older
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- Figure 3 Household consumption of fruit and vegetable juice by Hispanics, by nativity, 2002“Does anyone in your household use orange juice in bottles, cans, or cartons; other fruit juices and drinks (excluding carbonated drinks, orange juice, tomato, and vegetable juice); frozen orange juice; tomato and vegetable juices?”Base: 10,072 Hispanics aged 18 or older
- Figure 4 Household consumption of fruit and vegetable juice by Hispanics, by language spoken at home, 2002“Does anyone in your household use orange juice in bottles, cans, or cartons; other fruit juices and drinks (excluding carbonated drinks, orange juice, tomato, and vegetable juice); frozen orange juice; tomato and vegetable juices?”Base: 10,072 Hispanics aged 18 or older
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- Figure 5 Household consumption of fruit and vegetable juice by Hispanics, by heritage, 2002“Does anyone in your household use orange juice in bottles, cans, or cartons; other fruit juices and drinks (excluding carbonated drinks, orange juice, tomato, and vegetable juice); frozen orange juice; tomato and vegetable juices?”Base: 10,072 Hispanics aged 18 or older
- Figure 6 Household consumption of fruit and vegetable juice by Hispanics, by presence of children, 2002“Does anyone in your household use orange juice in bottles, cans, or cartons; other fruit juices and drinks (excluding carbonated drinks, orange juice, tomato, and vegetable juice); frozen orange juice; tomato and vegetable juices?”Base: 10,072 Hispanics aged 18 or older
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- Graph 4 Household consumption of fruit and vegetable juice by Hispanics, by presence of children, 2002
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- Figure 7 Household consumption of fruit and vegetable juice by Hispanics, by household income, 2002“Does anyone in your household use orange juice in bottles, cans, or cartons; other fruit juices and drinks (excluding carbonated drinks, orange juice, tomato, and vegetable juice); frozen orange juice; tomato and vegetable juices?”Base: 10,072 Hispanics aged 18 or older
- Figure 8 Household consumption of fruit and vegetable juice by Hispanics, by region, 2002“Does anyone in your household use orange juice in bottles, cans, or cartons; other fruit juices and drinks (excluding carbonated drinks, orange juice, tomato, and vegetable juice); frozen orange juice; tomato and vegetable juices?”Base: 10,072 Hispanics aged 18 or older
- MILK, MILK FLAVORINGS, AND NON-DAIRY CREAMER
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- Figure 9 Household consumption of milk, milk flavorings, and non-dairy creamer, by Hispanic origin, 2002Bases: All: 20,024 adults aged 18 or older; All Hispanics: 10,072 Hispanics aged 18 or older
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- Figure 10 Household consumption of milk, milk flavorings, and non-dairy creamer by Hispanics, by nativity, 2002“Does anyone in your household use milk (liquid in bottles and cartons); milk flavorings; canned milk; non-dairy cream substitutes (to put in coffee or on cereal)?”Base: 10,072 Hispanics aged 18 or older
- Graph 5 Household consumption of types of milk by Hispanics, by nativity, 2002
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- Figure 11 Household consumption of milk, milk flavorings, and non-dairy creamer by Hispanics, by language spoken at home, 2002“Does anyone in your household use milk (liquid in bottles and cartons); milk flavorings; canned milk; non-dairy cream substitutes (to put in coffee or on cereal)?”Base: 10,072 Hispanics aged 18 or older
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- Figure 12 Household consumption of milk, milk flavorings, and non-dairy creamer by Hispanics, by heritage, 2002“Does anyone in your household use milk (liquid in bottles and cartons); milk flavorings; canned milk; non-dairy cream substitutes (to put in coffee or on cereal)?”Base: 10,072 Hispanics aged 18 or older
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- Figure 13 Household consumption of milk, milk flavorings, and non-dairy creamer by Hispanics, by presence of children, 2002“Does anyone in your household use milk (liquid in bottles and cartons); milk flavorings; canned milk; non-dairy cream substitutes (to put in coffee or on cereal)?”Base: 10,072 Hispanics aged 18 or older
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- Figure 14 Household consumption of milk, milk flavorings, and non-dairy creamer by Hispanics, by household income, 2002“Does anyone in your household use milk (liquid in bottles and cartons); milk flavorings; canned milk; non-dairy cream substitutes (to put in coffee or on cereal)?”Base: 10,072 Hispanics aged 18 or older
- Figure 15 Household consumption of milk, milk flavorings, and non-dairy creamer by Hispanics, by region, 2002“Does anyone in your household use milk (liquid in bottles and cartons); milk flavorings; canned milk; non-dairy cream substitutes (to put in coffee or on cereal)?”Base: 10,072 Hispanics aged 18 or older
- COFFEE AND TEA
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- Figure 16 Household consumption of coffee and tea, by Hispanic origin, 2002Bases: All: 20,024 adults aged 18 or older; All Hispanics: 10,072 Hispanics aged 18 or older
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- Figure 17 Household consumption of coffee and tea by Hispanics, by nativity, 2002“Does anyone in your household use ground or whole bean coffee; instant and freeze-dried coffee; international flavored instant coffee; espresso/cappuccino; regular tea (in bags or packages); instant iced tea mix?”Base: 10,072 Hispanics aged 18 or older
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- Figure 18 Household consumption of coffee and tea by Hispanics, by language spoken at home, 2002“Does anyone in your household use ground or whole bean coffee; instant and freeze-dried coffee; international flavored instant coffee; espresso/cappuccino; regular tea (in bags or packages); instant iced tea mix?”Base: 10,072 Hispanics aged 18 or older
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- Figure 19 Household consumption of coffee and tea by Hispanics, by heritage, 2002“Does anyone in your household use ground or whole bean coffee; instant and freeze-dried coffee; international flavored instant coffee; espresso/cappuccino; regular tea (in bags or packages); instant iced tea mix?”Base: 10,072 Hispanics aged 18 or older
- Graph 6 Household consumption of coffee and tea by Hispanics, by heritage, 2002
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- Figure 20 Household consumption of coffee and tea by Hispanics, by presence of children, 2002“Does anyone in your household use ground or whole bean coffee; instant and freeze-dried coffee; international flavored instant coffee; espresso/cappuccino; regular tea (in bags or packages); instant iced tea mix?”Base: 10,072 Hispanics aged 18 or older
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- Figure 21 Household consumption of coffee and tea by Hispanics, by household income, 2002“Does anyone in your household use ground or whole bean coffee; instant and freeze-dried coffee; international flavored instant coffee; espresso/cappuccino; regular tea (in bags or packages); instant iced tea mix?”Base: 10,072 Hispanics aged 18 or older
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- Figure 22 Household consumption of coffee and tea by Hispanics, by region, 2002“Does anyone in your household use ground or whole bean coffee; instant and freeze-dried coffee; international flavored instant coffee; espresso/cappuccino; regular tea (in bags or packages); instant iced tea mix?”Base: 10,072 Hispanics aged 18 or older
- CARBONATED SOFT DRINKS
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- Figure 23 Individual consumption of carbonated soft drinks, by Hispanic origin, 2002Bases: All: 20,024 adults aged 18 or older; All Hispanics: 10,072 Hispanics aged 18 or older
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- Figure 24 Individual consumption of carbonated soft drinks by Hispanics, by nativity, 2002“Do you drink regular cola drinks (carbonated, not diet); other regular carbonated (non-cola) soft drinks (non-diet); diet or sugar-free cola drinks (carbonated); other carbonated (non-cola) diet, sugar-free soft drinks?”Base: 10,072 Hispanics aged 18 or older
- Graph 7 Individual consumption of regular and diet carbonated soft drinks by Hispanics, by nativity, 2002
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- Figure 25 Individual consumption of carbonated soft drinks by Hispanics, by language spoken at home, 2002“Do you drink regular cola drinks (carbonated, not diet); other regular carbonated (non-cola) soft drinks (non-diet); diet or sugar-free cola drinks (carbonated); other carbonated (non-cola) diet, sugar-free soft drinks?”Base: 10,072 Hispanics aged 18 or older
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- Figure 26 Individual consumption of carbonated soft drinks by Hispanics, by heritage, 2002“Do you drink regular cola drinks (carbonated, not diet); other regular carbonated (non-cola) soft drinks (non-diet); diet or sugar-free cola drinks (carbonated); other carbonated (non-cola) diet, sugar-free soft drinks?” Base: 10,072 Hispanics aged 18 or older
- Figure 27 Individual consumption of carbonated soft drinks by Hispanics, by gender, 2002“Do you drink regular cola drinks (carbonated, not diet); other regular carbonated (non-cola) soft drinks (non-diet); diet or sugar-free cola drinks (carbonated); other carbonated (non-cola) diet, sugar-free soft drinks?” Base: 10,072 Hispanics aged 18 or older
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- Figure 28 Individual consumption of carbonated soft drinks by Hispanics, by household income, 2002“Do you drink regular cola drinks (carbonated, not diet); other regular carbonated (non-cola) soft drinks (non-diet); diet or sugar-free cola drinks (carbonated); other carbonated (non-cola) diet, sugar-free soft drinks?”Base: 10,072 Hispanics aged 18 or older
- Figure 29 Individual consumption of carbonated soft drinks by Hispanics, by region, 2002“Do you drink regular cola drinks (carbonated, not diet); other regular carbonated (non-cola) soft drinks (non-diet); diet or sugar-free cola drinks (carbonated); other carbonated (non-cola) diet, sugar-free soft drinks?” Base: 10,072 Hispanics aged 18 or older
- OTHER NON-ALCOHOLIC BEVERAGES
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- Figure 30 Individual consumption of other non-alcoholic beverages, by Hispanic origin, 2002Bases: All: 20,024 adults aged 18 or older; All Hispanics: 10,072 Hispanics aged 18 or older
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- Graph 8 Individual consumption of regular and diet carbonated soft drinks by Hispanic origin, 2002
- Figure 31 Individual consumption of other non-alcoholic beverages by Hispanics, by nativity, 2002“Do you drink non-carbonated bottled spring waters; thirst quencher and sports/activity drinks; iced tea (ready-to-drink); sparkling water/seltzers/natural sodas; energy drinks?”Base: 10,072 Hispanics aged 18 or older
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- Figure 32 Individual consumption of other non-alcoholic beverages by Hispanics, by language spoken at home, 2002“Do you drink non-carbonated bottled spring waters; thirst quencher and sports/activity drinks; iced tea (ready-to-drink); sparkling water/seltzers/natural sodas; energy drinks?”Base: 10,072 Hispanics aged 18 or older
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- Figure 33 Individual consumption of other non-alcoholic beverages by Hispanics, by heritage, 2002“Do you drink non-carbonated bottled spring waters; thirst quencher and sports/activity drinks; iced tea (ready-to-drink); sparkling water/seltzers/natural sodas; energy drinks?”Base: 10,072 Hispanics aged 18 or older
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- Figure 34 Individual consumption of other non-alcoholic beverages by Hispanics, by gender, 2002“Do you drink non-carbonated bottled spring waters; thirst quencher and sports/activity drinks; iced tea (ready-to-drink); sparkling water/seltzers/natural sodas; energy drinks?”Base: 10,072 Hispanics aged 18 or older
- Figure 35 Individual consumption of other non-alcoholic beverages by Hispanics, by household income, 2002“Do you drink non-carbonated bottled spring waters; thirst quencher and sports/activity drinks; iced tea (ready-to-drink); sparkling water/seltzers/natural sodas; energy drinks?”Base: 10,072 Hispanics aged 18 or older
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- Figure 36 Individual consumption of other non-alcoholic beverages by Hispanics, by region, 2002“Do you drink non-carbonated bottled spring waters; thirst quencher and sports/activity drinks; iced tea (ready-to-drink); sparkling water/seltzers/natural sodas; energy drinks?”Base: 10,072 Hispanics aged 18 or older
Alcoholic Beverages
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- BEER
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- Figure 37 Consumption of beer, by Hispanic origin, 2002Bases: All: 19,203 adults aged 21 or older; All Hispanics: 9,449 Hispanics aged 21 or older
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- Figure 38 Consumption of beer by Hispanics, by nativity, 2002“Do you drink imported beer/if yes, types you drink; do you drink light/low calorie beer (cans or bottles); regular domestic beer (cans or bottles) (not light/low calorie); ice beer; micro-brewed beer?”Base: 9,449 Hispanics aged 21 or older
- Figure 39 Consumption of beer by Hispanics, by language spoken at home, 2002“Do you drink imported beer/if yes, types you drink; do you drink light/low calorie beer (cans or bottles); regular domestic beer (cans or bottles) (not light/low calorie); ice beer; micro-brewed beer?”Base: 9,449 Hispanics aged 21 or older
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- Figure 40 Consumption of beer by Hispanics, by heritage, 2002“Do you drink imported beer/if yes, types you drink; do you drink light/low calorie beer (cans or bottles); regular domestic beer (cans or bottles) (not light/low calorie); ice beer; micro-brewed beer?”Base: 9,449 Hispanics aged 21 or older
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- Figure 41 Consumption of beer by Hispanics, by gender, 2002“Do you drink imported beer/if yes, types you drink; do you drink light/low calorie beer (cans or bottles); regular domestic beer (cans or bottles) (not light/low calorie); ice beer; micro-brewed beer?”Base: 9,449 Hispanics aged 21 or older
- Graph 9 Consumption of beer types by Hispanics, by gender, 2002
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- Figure 42 Consumption of beer by Hispanics, by household income, 2002“Do you drink imported beer/if yes, types you drink; do you drink light/low calorie beer (cans or bottles); regular domestic beer (cans or bottles) (not light/low calorie); ice beer; micro-brewed beer?”Base: 9,449 Hispanics aged 21 or older
- Figure 43 Consumption of beer by Hispanics, by region, 2002“Do you drink imported beer/if yes, types you drink; do you drink light/low calorie beer (cans or bottles); regular domestic beer (cans or bottles) (not light/low calorie); ice beer; micro-brewed beer?”Base: 9,449 Hispanics aged 21 or older
- DISTILLED SPIRITS
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- Figure 44 Consumption of distilled spirits and cordials/liqueurs, by Hispanic origin, 2002Bases: All: 19,203 adults aged 21 or older; All Hispanics: 9,449 Hispanics aged 21 or older
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- Figure 45 Consumption of distilled spirits by Hispanics, by nativity, 2002“Do you drink tequila; rum; vodka; Scotch whisky; brandy and Armagnac; cognac; bourbon whiskey; Canadian whisky; gin; blended whiskey or rye; cordials and liqueurs?”Base: 9,449 Hispanics aged 21 or older
- Figure 46 Consumption of distilled spirits by Hispanics, by language spoken at home, 2002“Do you drink tequila; rum; vodka; Scotch whisky; brandy and Armagnac; cognac; bourbon whiskey; Canadian whisky; gin; blended whiskey or rye; cordials and liqueurs?”Base: Base: 9,449 Hispanics aged 21 or older
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- Figure 47 Consumption of distilled spirits by Hispanics, by heritage, 2002“Do you drink tequila; rum; vodka; Scotch whisky; brandy and Armagnac; cognac; bourbon whiskey; Canadian whisky; gin; blended whiskey or rye; cordials and liqueurs?”Base: 9,449 Hispanics aged 21 or older
- Graph 10 Consumption of distilled spirits by Hispanics, by heritage, 2002
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- Figure 48 Consumption of distilled spirits by Hispanics, by gender, 2002“Do you drink tequila; rum; vodka; Scotch whisky; brandy and Armagnac; cognac; bourbon whiskey; Canadian whisky; gin; blended whiskey or rye; cordials and liqueurs?”Base: 9,449 Hispanics aged 21 or older
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- Figure 49 Consumption of distilled spirits by Hispanics, by household income, 2002“Do you drink tequila; rum; vodka; Scotch whisky; brandy and Armagnac; cognac; bourbon whiskey; Canadian whisky; gin; blended whiskey or rye; cordials and liqueurs?”Base: 9,449 Hispanics aged 21 or older
- Figure 50 Consumption of distilled spirits by Hispanics, by region, 2002“Do you drink tequila; rum; vodka; Scotch whisky; brandy and Armagnac; cognac; bourbon whiskey; Canadian whisky; gin; blended whiskey or rye; cordials and liqueurs?”Base: 9,449 Hispanics aged 21 or older
- WINE
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- Figure 51 Consumption of wine, by Hispanic origin, 2002Bases: All: 19,203 adults aged 21 or older; All Hispanics: 9,449 Hispanics aged 21 or older
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- Figure 52 Consumption of wine by Hispanics, by nativity, 2002“Do you drink domestic dinner/table wines (excluding vermouth)/if yes, types you drink; imported dinner/table wines (excluding vermouth)/if yes, types you drink; champagne and sparkling wines?”Base: 9,449 Hispanics aged 21 or older
- Graph 11 Consumption of domestic and imported still wines and champagne/sparkling wine by Hispanics, by nativity, 2002
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- Figure 53 Consumption of wine by Hispanics, by language spoken at home, 2002“Do you drink domestic dinner/table wines (excluding vermouth)/if yes, types you drink; imported dinner/table wines (excluding vermouth)/if yes, types you drink; champagne and sparkling wines?”Base: 9,449 Hispanics aged 21 or older
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- Figure 54 Consumption of wine by Hispanics, by heritage, 2002“Do you drink domestic dinner/table wines (excluding vermouth)/if yes, types you drink; imported dinner/table wines (excluding vermouth)/if yes, types you drink; Champagne and sparkling wines?”Base: 9,449 Hispanics aged 21 or older
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- Figure 55 Consumption of wine by Hispanics, by gender, 2002“Do you drink domestic dinner/table wines (excluding vermouth)/if yes, types you drink; imported dinner/table wines (excluding vermouth)/if yes, types you drink; Champagne and sparkling wines?”Base: 9,449 Hispanics aged 21 or older
- Figure 56 Consumption of wine by Hispanics, by household income, 2002“Do you drink domestic dinner/table wines (excluding vermouth)/if yes, types you drink; imported dinner/table wines (excluding vermouth)/if yes, types you drink; Champagne and sparkling wines?”Base: 9,449 Hispanics aged 21 or older
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- Figure 57 Consumption of wine by Hispanics, by region, 2002“Do you drink domestic dinner/table wines (excluding vermouth)/if yes, types you drink; imported dinner/table wines (excluding vermouth)/if yes, types you drink; Champagne and sparkling wines?”Base: 9,449 Hispanics aged 21 or older
- OTHER ALCOHOLIC BEVERAGES
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- Figure 58 Consumption of other alcoholic beverages, by Hispanic origin, 2002Bases: All: 19,203 adults aged 21 or older; All Hispanics: 9,449 Hispanics aged 21 or older
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- Figure 59 Consumption of other alcoholic beverages by Hispanics, by nativity, 2002“Do you drink any of the alcoholic beverages listed below [hard lemonades, RTD cocktails, malternatives]; do you drink wine coolers; malt liquor; hard cider?”Base: 9,449 Hispanics aged 21 or older
- Figure 60 Consumption of other alcoholic beverages by Hispanics, by language spoken at home, 2002“Do you drink any of the alcoholic beverages listed below [hard lemonades, RTD cocktails, malternatives]; do you drink wine coolers; malt liquor; hard cider?”Base: 9,449 Hispanics aged 21 or older
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- Figure 61 Consumption of other alcoholic beverages by Hispanics, by heritage, 2002“Do you drink any of the alcoholic beverages listed below [hard lemonades, RTD cocktails, malternatives]; do you drink wine coolers; malt liquor; hard cider?”Base: 9,449 Hispanics aged 21 or older
- Figure 62 Consumption of other alcoholic beverages by Hispanics, by gender, 2002“Do you drink any of the alcoholic beverages listed below [hard lemonades, RTD cocktails, malternatives]; do you drink wine coolers; malt liquor; hard cider?”Base: 9,449 Hispanics aged 21 or older
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- Graph 12 Consumption of other alcoholic beverages by Hispanics, by gender, 2002
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- Figure 63 Consumption of other alcoholic beverages by Hispanics, by household income, 2002“Do you drink any of the alcoholic beverages listed below [hard lemonades, RTD cocktails, malternatives]; do you drink wine coolers; malt liquor; hard cider?”Base: 9,449 Hispanics aged 21 or older
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- Figure 64 Consumption of other alcoholic beverages by Hispanics, by region, 2002“Do you drink any of the alcoholic beverages listed below [hard lemonades, RTD cocktails, malternatives]; do you drink wine coolers; malt liquor; hard cider?”Base: 9,449 Hispanics aged 21 or older
New Product Briefs
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- FRUIT AND VEGETABLE JUICE
- Coca-Cola: Minute Maid Mi Fruita
- Pepsico: SoBe Fuerte Beverage
- Traben: Woongiin Sablia Viva Aloe Drink
- Bavaria: Tutti Frutti Juice Drink
- MILK, MILK FLAVORINGS & NON-DAIRY CREAMER
- Olyebra: Soymilke Fortified Soymilk Drink Mix
- Rosa’s Original Horchatas
- COFFEE AND TEA
- Tiendas Soriana: Soriana Tea
- CARBONATED SOFT DRINKS
- Coca-Cola: Nativa Yerba-Mate Flavored Soft Drink
- Derivados De Frutas: Trebol Carbonated Soft Drink
- Exportadora y Comercializadora Regiomontana: Salamandria Alcoholic Beverage
- OTHER NON-ALCOHOLIC BEVERAGES
- Ouro Fino: Ouro Fino Mineral Water
- BEER
- Cerveceria Modelo: Victoria Beer
- Sapporo USA: Sapporo Draft Beer
- OTHER ALCOHOLIC BEVERAGES
- Casa Grajales: Alko Pop’5
- Productos De Uva: T’ke T’kelada Alcoholic Beverage
- Puppet y Cosakko International: Karuso Orange and Vodka Cocktail
- Tequila Herradura: Skyy Blue Vodka Cocktail
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