At nearly $22.1 billion, Hispanics’ expenditures on alcoholic beverages have experienced significant growth over the past five years due to improving economic conditions that allow for increasing expenditures on discretionary items. Despite this, Hispanics’ share of expenditures on alcoholic beverages under index relative to Hispanics’ share of the US population, in part because Hispanics gravitate toward consuming products they are familiar with such as beer and tequila, and lag for the rest. As Hispanics gradually become more sophisticated consumers due to acculturation, the Hispanic market offers a significant upside potential to brands willing to connect with them.

This Report covers expenditures by Hispanic consumers on alcoholic beverages for off-premise and on-premise consumption as well as an overview of the Hispanic alcoholic beverages market, including consumption and perception of beer, spirits/liquor, and wine. The Report also includes analyses about what motivates Hispanics to consume alcoholic beverages as well as their attitudes toward drinking and where they buy and consume alcoholic beverages.

Findings in this Report can be supplemented by analysis presented in Mintel’s Reports: Hispanics’ Attitudes Toward Advertising – US, November 2016; Hispanic Consumers’ Lifestyles and Entertainment – US, April 2015; Beer – US, January 2016; White Spirits – US, October 2016; Dark Spirits – US, October 2016; and Wine – US, November 2016.