Beer brewers are jumping on the Latino marketing band wagon as they realize Latinos in the U.S. are an important target audience to address.
Notable Latino celebrities like rapper Pitbull are being tapped as the new faces for Spanish-language advertising for the brewing giants, in hopes of grabbing a piece of the ever-growing Latino audience in the U.S.
MillerCoors is releasing bilingual advertising and product packaging this summer and adding Spanish to the cartons that hold the beer bottles and cans of its Coors Light and Miller Lite brands. MillerCoors is also the exclusive beer sponsor of the Mexico’s Primera Division soccer team.
For Anheuser-Busch InBev NV, Budweiser and Bud Light, which are the top-selling brands among Latinos in the U.S., will have an increased number of ads on Spanish-language media. Cuban-American rap superstar, Pitbull, will be also be performing a Bud Light-sponsored concert tour in the fall.
Mexican lager producers like Heineken NV (Tecate importer) and Crown Imports LLC (Corona) are looking to increase their already standing advertising to Latinos by putting out new ads in hopes of appealing to a broader Hispanic market.
This additional increase in advertising towards Latinos comes after an expected third straight year of declining beer sale were seen across the board.
The industry rivals appear to have finally taken notice of the fact that by 2030, Hispanics are expected to account for 23 percent of the population that is of legal drinking age in the U.S. In 2010, they accounted for just 16 percent of legal-to-drinkers.
