Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The consumer
- Beer: The consumer
- Beer: The brands
- Table wine
- Spirits
- The shopping experience
- Marketing strategies
- U.S. Hispanic population
Insights and Opportunities
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- Wine marketers should emphasize value
- Marketing wine and spirits
- Spirits
- Wine
- Hispanics love cocktail recipes
- The Latina lifestyle
Inspire Insights
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- Trend: “Premiumization and Indulgence”
- Trend: “Fauxthenticity”
The Consumer
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- Key points
- Household expenditure
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- Figure 1: Indexed average expenditures for alcohol beverages, by Hispanic and non-Hispanics, 2006-10
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- Figure 2: Alcohol abstention by sex and income
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- Figure 3: Alcohol consumption by level of educational attainment
- Beer
- Average expenditure in beer
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- Figure 4: Indexed average expenditures on beer, by Hispanic and non-Hispanics, 2006-10
- Hispanics are the most likely to drink imported beer
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- Figure 5: Types of beers drank by race/Hispanic origin, April 2010-June 2011
- Wine
- Hispanics are not big wine consumers
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- Figure 6: Types of wine, Champagne, and dessert wines drank by race/Hispanic origin, April 2010-June 2011
- Consumer expenditure on wine
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- Figure 7: Indexed average expenditures on wine, by Hispanic and non-Hispanics, 2006-10
- Spirits
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- Figure 8: Indexed average expenditures on spirits, by Hispanic and non-Hispanics, 2006-10
- Tequila is popular among Hispanics
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- Figure 9: Types of spirits drank by race/Hispanic origin, April 2010-June 2011
- Coolers and cocktail mixes
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- 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
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- 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
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- Figure 12: Type of alcoholic drinks consumed in the last three months, by language spoken at home, November 2011
Beer: The Consumer
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- Key points
- Hispanics enjoy lagers
- Type of beer preferred
- Older Latinas prefer domestic beers
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- Figure 13: Types of beer preferred by Hispanic consumers, by age and gender, November 2011
- Spanish-dominants prefer imported beers
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- Figure 14: Types of beer preferred by Hispanic consumers, by language preferred when watching television, November 2011
- Brand loyalty
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- 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
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- Figure 16: Changes in consumption of beer by Hispanic consumers, by gender and age, November 2011
- Not drinking to their health
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- Figure 17: Reasons for drinking less beer by Hispanic consumers, by gender, November 2011
- Embracing light beer
- English-dominant prefer domestic light beer
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- 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
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- Figure 19: Frequency of drinking domestic light beer by Hispanic consumers, by country of origin, November 2011
- Spanish-dominant prefer imported light beer
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- Figure 20: Frequency of drinking imported light beer by Hispanic consumers, by television language watched in home, November 2011
- Caribbeans enjoy light imported beers
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- Figure 21: Frequency of drinking imported light beer by Hispanic consumers, country of origin, November 2011
Beer: The Brands
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- Key points
- Sports drive beer sales
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- Figure 22: Sports viewed by Hispanics, by language spoken in the home, April 2009-June 2010
- Domestic beer
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- 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
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- 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
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- Figure 25: Brand of imported beers drank, by race/Hispanic origin, April 2010-June 2011
- Mexicans prefer beers imported from Mexico
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- Figure 26: Brand of imported beers drank, by country of origin, April 2010-June 2011
- Heineken is preferred by English-dominant Latinos
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- 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
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- Figure 28: Brand of light/low-calorie beers drank, by race/Hispanic origin, April 2010-June 2011
- Younger Latinas enjoy Tecate Light
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- Figure 29: Brand of light/low-calorie beers drank by Hispanics, by age and gender, April 2010-June 2011
Table wine
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- Key points
- Attitudes toward wine
- Men are more likely to believe in its health benefits
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- Figure 30: Attitudes toward drinking wine by Hispanic consumers, by gender, November 2011
- Caribbeans believe that drinking wine is healthy
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- 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
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- Figure 32: Attitudes toward drinking wine by Hispanic consumers, by gender, November 2011
- Spanish-dominant are drinking less wine
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- 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
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- Figure 34: Likelihood of drinking domestic wine and types of wine, by race/Hispanic origin, April 2010-June 2011
- Cubans and cabernet sauvignon
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- 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
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- Figure 36: Consumption of domestic wine by top 10 brands, by race/Hispanic origin, February 2010-March 2011
- Imported wines
- Hispanics prefer Chilean reds
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- 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
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- 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
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- Figure 39: Consumption of imported wine by at least 7% brand penetration, by race/Hispanic origin, February 2010-March 2011
Spirits
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- Key points
- How consumers drink spirits
- U.S. population vs. Hispanics
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- 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
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- Figure 41: Ways in which consumers drink hard alcohol/distilled spirits, by gender and age, November 2011
- English-dominant prefer shots
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- 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
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- 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
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- 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
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- Figure 45: Likelihood of drinking Tequila and type of brand, by place of birth, April 2010-June 2011
- Bilingual Hispanics consume the most tequila
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- 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
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- 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
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- 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
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- Figure 49: Likelihood of drinking vodka and type of brand, by race/Hispanic origin, April 2010-June 2011
- U.S.-born Hispanics enjoy vodka
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- Figure 50: Likelihood of drinking vodka among Hispanics, by country of origin, April 2010-June 2011
- Younger Hispanic adults enjoy vodka
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- Figure 51: Likelihood of drinking vodka among Hispanics, by age, April 2010-June 2011
- Whiskey
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- Figure 52: Likelihood of drinking whiskey and type of whiskey, by race/Hispanic origin, April 2010-June 2011
The Shopping Experience
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- 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
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- Figure 53: Preferred retailers when purchasing beer, by household income, November 2011
- English-dominant prefer to purchase beer at supermarkets
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- 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
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- Figure 55: Preferred retailers when purchasing spirits, by household income, November 2011
- Spanish-dominant prefer to purchase spirits at supermarkets
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- 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
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- Figure 57: Preferred retailers when purchasing wine, by household income, November 2011
- English-dominant prefer to purchase wine at liquor stores
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- 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
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- Figure 59: What consumers look for when purchasing beer, by gender and age, November 2011
- Bilingual Hispanics prefer flavored beers
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- Figure 60: What consumers look for when purchasing beer, by language in which television is watched, November 2011
- Central Americans like flavored beer
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- Figure 61: What consumers look for when purchasing beer, by country of origin, November 2011
- Influences when purchasing wine
- Latinas read the label
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- Figure 62: reasons for buying a particular wine, Hispanic consumers, by gender, November 2011
- Spanish-dominant look for descriptions on labels
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- 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
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- Figure 64: Why consumers choose a particular brand of hard alcohol/distilled spirits, by gender and age, November 2011
- Spanish-dominant look for advice
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- Figure 65: Why consumers choose a particular brand of hard alcohol/distilled spirits, by language spoken at home, November 2011
Marketing Strategies
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- Key points
- Hispanics embrace media
- Beer companies are big spenders
- Beer marketing
- Anheuser-Busch
- MillerCoors
- Coors Light
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- Figure 66: Coors Light, January-May 2011, Miami-Ft. Lauderdale
- Miller Lite
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- Figure 67: Miller Lite, March-June 2011, Los Angeles
- Corona Extra
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- Figure 68: Corona Extra, April-November 2011, Los Angeles
- Tecate
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- Figure 69: Tecate, March-May 2011, National Cable
- Heineken’s flagship brand
- Wine marketing
- Beringer
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- Figure 70: Beringer, November 2010, Los Angeles
- Spirits marketing
- Diageo sets a precedent
- Ketel One
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- Figure 71: Ketel One, May-November 2011, Houston
- Brown-Forman
- Boxing con Tres Generaciones
- Hennessey spins DJs
- Chivas and chivalry
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- Figure 72: Chivas, November 2010-January 2011, Los Angeles
- Rum promotions
U.S. Hispanic Population
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- Key facts
- U.S. population by race/Hispanic origin
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- Figure 73: Population, by race/Hispanic origin, 1970-2020
- Figure 74: Asian, Black, and Hispanic populations, 1970-2020
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- 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
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- 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
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- Figure 78: Hispanic women, by age, 2005-15
- Figure 79: Total U.S. female population, by age, 2005-15
- Men
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- Figure 80: Hispanic men, by age, 2005-15
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- Figure 81: Total U.S. male population, by age, 2005-15
- Hispanic purchasing power
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- Figure 82: Purchasing power, by race/Hispanic origin, 2008
- U.S. household income distribution
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- Figure 83: Median household income, by race and Hispanic origin of householder, 2010
- Hispanic income levels
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- Figure 84: Largest Hispanic states, by Hispanic disposable income, 2005
- Generations
- Hispanics by generation
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- Figure 85: Generations—Hispanics vs. non-Hispanics, 2009
- Figure 86: Fertility rate, by race and Hispanic origin of mother, 1998-2008
- The Hispanic household
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- 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
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- 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
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- Figure 91: Hispanic population by type, 2000-10
- Figure 92: Graph: Hispanics, by country of origin/heritage, 2010
- Hispanics by geographic concentration
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- Figure 93: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
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- 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
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- Figure 97: 10 places* with the largest share of Hispanics, 2010
- States with the most Hispanic population growth
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- Figure 98: Five states with the greatest percentage of Hispanic growth, 2000-10
- Key Hispanic metropolitan areas
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- 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
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- Figure 101: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
Appendix: Other Useful Information
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- Wines from Latin America
- Tequila
- Rum
- Cuban rum brands
- Dominican rum drinks
- Rum’s background
Appendix: Trade Associations
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- Spirits
- Wine
- Beer
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