This post is also available in: Spanish
Los latinos y el vino
The wine industry in the US has not realized the purchasing power of Spanish-speaking wine enthusiasts. The industry idea might be that tequila, rum, pisco, among others, are the main drinks to this market, and that could have been the case ten years ago. However, these days I think Latinos are ready to experience good wine.
It could be very intimidating walking down the grocery aisle where stacks of wine pile up on both sides, and you have no idea which one is right for that special dinner you will have that night. If it is complicated for English-speakers, I imagine it is challenging for Spanish-speaking consumers!
It will be very interesting to see which winery will lead the task of reaching this under-served market niche. When education, combined with quality advertising, is available to Latinos in this country, wineries will find a very profitable, “surprisingly” huge market for their wines!
Read Also
