Table of Contents
Executive Summary
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- Hispanic expenditures on alcoholic beverages expected to double between 2011 and 2021
- The issues
- Hispanics’ consumption of alcoholic beverages is below average
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- Figure 1: Hispanics’ consumption of alcoholic beverages, indexed to all, April 2015-June 2016
- Not all alcoholic beverages are seen equally
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- Figure 2: Hispanics’ perceptions of different alcoholic beverages, October 2016
- Fun trumps taste
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- Figure 3: Hispanics’ motivations for consuming alcoholic beverages, indexed to all, October 2016
- The opportunities
- Alcoholic beverages are “social currency”
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- Figure 4: Hispanics’ attitudes toward socially drinking alcoholic beverages, October 2016
- Understanding which attributes to own
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- Figure 5: Hispanics’ perception of beer, by level of acculturation, October 2016
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- Figure 6: Hispanics’ perception of spirits, by level of acculturation, October 2016
- Figure 7: Hispanics’ perception of wine, by level of acculturation, October 2016
- Placing the product in front of Hispanics
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- Figure 8: Top locations where Hispanics buy alcoholic beverages, October 2016
- What it means
The Market – What You Need to Know
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- Hispanics spend $22.1 billion on alcoholic beverages
- Hispanics gravitate toward biculturalism
- Alcoholic beverages are discretionary
- Other factors affecting how Hispanics consume alcoholic beverages
Market Size and Forecast
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- Hispanics’ expenditures on alcoholic beverages show healthy growth
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- Figure 9: Total expenditures and fan chart forecast of Hispanic consumers on alcoholic beverages, at current prices, 2011-21
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- Figure 10: Total expenditures and forecast of Hispanic consumers on alcoholic beverages, at current prices, 2011-21
Market Factors
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- Hispanic market is young and bicultural
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- Figure 11: Population by Hispanic origin and generation share, 2017
- Low unemployment can give Hispanics confidence to spend
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- Figure 12: Hispanic unemployment (seasonally adjusted), January 2007-October 2016
- Lower median household income can hinder discretionary spending
- Median household income for Hispanics significantly below national median
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- Figure 13: Median household income, by race and Hispanic origin of householder, 2015
- Figure 14: Median household income, by race/Hispanic origin of householder, in inflation-adjusted dollars, 2005-15
- Figure 15: Household income distribution, by race and Hispanic origin of householder, 2015
Market Perspective
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- Hispanics are very social
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- Figure 16: Frequency of family gatherings among Hispanics, by level of acculturation, November 2014
- Hispanics are less likely to consume alcoholic beverages when dining out
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- Figure 17: Hispanics’ consumption of alcoholic beverages at restaurants, by language spoken at home, April 2015-June 2016
Strategic Moves – What You Need to Know
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- Knowing your target
- Making moments of truth count
- Competition is all around
Strategic Moves
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- Segmenting the market
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- Figure 18: Tecate “#TecateBeerWall” TV ad, September, 2016
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- Figure 19: Dos Equis “Meet the new most interesting man in the world” TV ad, September, 2016
- Going beyond Mexican brands
- Connecting with Hispanics on premise
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- Figure 20: Where Hispanics consumed beer in the past 30 days, indexed to all, April 2015-June 2016
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- Figure 21: Where Hispanics consumed spirits in the past 30 days, indexed to all, April 2015-June 2016
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- Figure 22: Where Hispanics consumed wine in the past 30 days, indexed to all, April 2015-June 2016
- Standing out in a very fragmented market
The Consumer – What You Need to Know
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- Hispanics are less likely to consume most alcoholic beverages
- Hispanics associate different alcoholic beverages with different attributes
- Imported beer is a big hit among Hispanics
- In spirits, Hispanics gravitate toward tequila
- Hispanics lack “wine culture”
- Taste is secondary for Hispanics; relaxation, fun and refreshment come first
- Enthusiasm for drinking fades with age
- The alcoholic beverages Hispanics choose communicate how much they care
Hispanic Consumption of Alcoholic Beverages
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- Hispanics under index for consuming alcoholic beverages
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- Figure 23: Hispanics’ consumption of alcoholic beverages, indexed to all, April 2015-June 2016
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- Figure 24: Hispanics’ consumption of alcoholic beverages, by language spoken at home, April 2015-June 2016
Hispanics’ Perception of Alcoholic Beverages
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- Different alcoholic beverages mean different things for Hispanics
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- Figure 25: Hispanics’ perception of different alcoholic beverages, October 2016
- Hispanics have a positive perception of beer
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- Figure 26: Hispanics’ perception of beer, indexed to all, October 2016
- Spirits/liquors can be fun
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- Figure 27: Hispanics’ perception of spirits, indexed to all, October 2016
- Wine goes well with food
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- Figure 28: Hispanics’ perception of wine, indexed to all, October 2016
Beer
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- Hispanic over index for imported beer
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- Figure 29: Hispanics’ consumption of beer, indexed to all, April 2015-June 2016
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- Figure 30: Hispanics’ consumption of beer, by language spoken at home, April 2015-June 2016
- Imported beer resonates with unacculturated Hispanics, but…
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- Figure 31: Hispanics’ attitudes toward imported beer, by gender, age, level of acculturation, and household income, October 2016
- Hispanics may be unaware of craft/microbrewed beer
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- Figure 32: Hispanics’ attitudes toward craft/microbrewed beer, by gender, age, level of acculturation, and household income, October 2016
- Hispanics may welcome familiar flavors
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- Figure 33: Hispanics’ attitudes toward special flavors in beer, by gender, age, level of acculturation, and household income, October 2016
Spirits/Liquor
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- With exception of tequila, Hispanics under index for most spirits
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- Figure 34: Hispanics’ consumption of spirits, indexed to all, April 2015-June 2016
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- Figure 35: Hispanics’ consumption of spirits, by language spoken at home, June 2016
- Spirits and the connection to country of origin
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- Figure 36: Hispanics’ attitudes toward spirits and their country of origin, by gender, age, level of acculturation, and household income, October 2016
- Hispanics may welcome direction about how to mix/prepare spirits
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- Figure 37: Hispanics’ attitudes toward mixing spirits, by gender, age, level of acculturation, and household income, October 2016
- Hispanics don’t feel spirits have too much alcohol
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- Figure 38: Hispanics’ attitudes toward spirits and alcohol, by gender, age, level of acculturation, and household income, October 2016
Wine
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- Hispanics under index for wine consumption
- Hispanic women more likely than men to consume wine
- Wine consumption increases with acculturation
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- Figure 39: Hispanics’ consumption of wine, indexed to all, April 2015-June 2016
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- Figure 40: Hispanics’ consumption of wine, by gender, April 2015-June 2016
- Figure 41: Hispanics’ consumption of wine, by language spoken at home, April 2015-June 2016
- Hispanics perceive wine as being healthy
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- Figure 42: Hispanics’ attitudes toward wine as healthy, by gender, age, level of acculturation, and household income, October 2016
- Wine may be good with certain dishes only
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- Figure 43: Hispanics’ attitudes toward wine and food, by gender, age, level of acculturation, and household income, October 2016
- Younger Hispanics more likely to know which brand of wine is good
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- Figure 44: Hispanics’ attitudes toward wine brands, by gender, age, level of acculturation, and household income, October 2016
Drinking Motivations
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- Hispanics more likely to value the “fun factor”
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- Figure 45: Hispanics’ motivations for consuming alcoholic beverages, indexed to all, October 2016
- With acculturation, the focus turn to oneself
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- Figure 46: Hispanics’ motivations for consuming alcoholic beverages, by level of acculturation, October 2016
- Younger Hispanics drink for the fun of it
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- Figure 47: Hispanics’ motivations for consuming alcoholic beverages, by age, October 2016
The Joy of Drinking Alcoholic Beverages
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- Hispanics like variety
- Drinking beyond the social context
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- Figure 48: Hispanics’ attitudes toward drinking alcoholic beverages - likes, October 2016
- Enthusiasm for drinking decreases with age
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- Figure 49: Hispanics’ attitudes toward drinking alcoholic beverages Likes, by age, October 2016
- Lower disposable income can hinder enjoyment
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- Figure 50: Hispanics’ attitudes toward drinking alcoholic beverages Likes, by household income, October 2016
Alcoholic Beverages in a Social Context
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- Hispanics show appreciation through alcoholic beverages
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- Figure 51: Hispanics’ attitudes toward socially drinking alcoholic beverages, October 2016
- Hispanics decide what to serve with their guests in mind
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- Figure 52: Hispanics’ attitudes toward socially drinking alcoholic beverages, by age, October 2016
- More-affluent Hispanics have higher expectations
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- Figure 53: Hispanics’ attitudes toward socially drinking alcoholic beverages, by household income, October 2016
Alcoholic Beverages and Health
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- Drinking in moderation is good
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- Figure 54: Hispanics’ perception of alcoholic beverages and health, by gender, age, level of acculturation, and household income, October 2016
Alcoholic Beverages Shopping Location
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- Hispanics buy alcoholic beverages in multiple places
- How Hispanics shop for alcoholic beverages may mirror how Hispanics shop for groceries
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- Figure 55: Places where Hispanics buy alcoholic beverages, October 2016
- Not all Hispanics shop at the same stores
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- Figure 56: Places where Hispanics buy alcoholic beverages, by level of acculturation, October 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Expenditures data
- Fan chart forecast
- Consumer survey data
- Definitions of terms
- A note on acculturation
Appendix – Consumer Data
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- Consumption alcoholic beverages
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- Figure 57: Hispanics’ consumption of beer, by gender, April 2015-June 2016
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- Figure 58: Hispanics’ consumption of beer, by age, April 2015-June 2016
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- Figure 59: Hispanics’ consumption of beer, by household income, April 2015-June 2016
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- Figure 60: Hispanics’ consumption of spirits, by age, April 2015-June 2016
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- Figure 61: Hispanics’ consumption of spirits, by age, April 2015-June 2016
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- Figure 62: Hispanics’ consumption of spirits, by household income, April 2015-June 2016
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- Figure 63: Hispanics’ consumption of wine, by age, April 2015-June 2016
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- Figure 64: Hispanics’ consumption of wine, by household income, April 2015-June 2016
- Place of consumption
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- Figure 65: Where Hispanics consumed beer in the past 30 days, by age, April 2015-June 2016
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- Figure 66: Where Hispanics consumed beer in the past 30 days, by household income, April 2015-June 2016
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- Figure 67: Where Hispanics consumed beer in the past 30 days, by language spoken at home, April 2015-June 2016
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- Figure 68: Where Hispanics consumed spirits in the past 30 days, by age, April 2015-June 2016
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- Figure 69: Where Hispanics consumed spirits in the past 30 days, by household income, April 2015-June 2016
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- Figure 70: Where Hispanics consumed spirits in the past 30 days, by language spoken at home, April 2015-June 2016
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- Figure 71: Where Hispanics consumed wine in the past 30 days, by age, April 2015-June 2016
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- Figure 72: Where Hispanics consumed wine in the past 30 days, by household income, April 2015-June 2016
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- Figure 73: Where Hispanics consumed wine in the past 30 days, by language spoken at home, April 2015-June 2016
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