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Brews
When it comes to beer, many marketers believe that the Hispanic market is up for grabs. Many Mexican-Americans purchase the beer brands that they know and love from their home country, such as Corona, Negra Modelo, Dos Equis, or Victoria, but it is also believed that these consumers could switch brand loyalty to cheaper American beers like Bud and Coors, according to a recent article in Ad Age by E.J. Schultz.
The findings are interesting, and suggest that both importers of traditional Mexican brands and American brewers alike have a chance to sway drinkers to their side. I have noticed in recent years, the addition of beers such as Bud Light Lime and Budweiser Chelada, which could only be the result of the growing Hispanic market; I don’t think that it’s due to an increased general market demand for drinks with lime or peppers in them. What’s more, several brands have sponsored Mexican soccer or Major League Soccer (M.L.S.) in the U.S. Budweiser is a sponsor of M.L.S., and MillerCoors is the U.S. official beer sponsor of the Primera Division Soccer League in Mexico; Miller Lite sponsors Chivas de Guadalajara, a popular Mexican team. An industry marketing executive is quoted as saying, “It’s the NFL on steroids.” Soccer and beer: a great combination for reaching the Latino consumer.
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