Table of Contents
Executive Summary
-
- Growth of Hispanics’ expenditures on alcoholic beverages accelerating
-
- Figure 1: Average expenditures on alcoholic beverages, by Hispanic origin at current prices, three-year rolling averages, 2008-13
- The majority of Hispanics consume alcoholic beverages
-
- Figure 2: Consumption of alcoholic beverages among Hispanics, April 2013-June 2014
- Imported beer is welcomed; craft/microbrew beer not quite yet
-
- Figure 3: Consumption of beer, by Hispanic origin, April 2013-June 2014
- Unacculturated Hispanics more likely to serve beer at celebrations
-
- Figure 4: Reasons for drinking beer among Hispanics, by level of acculturation, August 2014
- Acculturation influences where Hispanics shop
-
- Figure 5: Where Hispanics purchase beer, by level of acculturation, August 2014
- Hispanics more likely than non-Hispanics to drink tequila, but lag behind on other spirits
-
- Figure 6: Consumption of spirits, by Hispanic origin, April 2013-June 2014
- Consumption of spirits more prevalent among English-dominant Hispanics and more affluent households
-
- Figure 7: Consumption of spirits among Hispanics, by household income, April 2013-June 2014
- Brand familiarity important when purchasing spirits/hard alcohol
-
- Figure 8: Important factors for Hispanics when purchasing liquor/distilled spirits, by language spoken at home, August 2014
- Lack of “wine-culture” and familiarity with domestic brands barriers to Hispanics’ wine consumption
-
- Figure 9: Consumption of wine, by Hispanic origin, April 2013-June 2014
- Hispanics gravitate toward wines produced in Spanish-speaking countries
-
- Figure 10: Types of imported wine Hispanics consume, by language spoken at home, April 2013-June 2014
- Unacculturated Hispanics play it safe when purchasing wines
-
- Figure 11: Important factors for Hispanics when purchasing wine, by level of acculturation, August 2014
- What we think
Issues and Insights
-
- Getting noticed out of so many options
- The issues:
- The implications:
- Educating Hispanics about the category
- The issues:
- The implications:
- Increasing trial on-premise
- The issues:
- The implications:
Trend Application
-
- Trend: The Real Thing
- Trend: Patriot Games
- Trend: Slow It All Down
Hispanic Expenditures on Alcoholic Beverages
-
- Key points
- Growth of Hispanics’ expenditures on alcoholic beverages accelerating
-
- Figure 12: Average expenditures by Hispanic households for alcoholic beverages, at current prices, three-year rolling averages, 2008-13
- Figure 13: Average expenditures by non-Hispanic households for alcoholic beverages, at current prices, three-year rolling averages, 2008-13
- Hispanics under index on spending on alcoholic beverages
-
- Figure 14: Average expenditures for alcoholic beverages, by Hispanic and non-Hispanic households, indexed to all households based on three-year rolling averages, 2013
Innovations and Innovators
-
- Eye catching: tequila cowboy boot
-
- Figure 15: Tequila Cowboy Boot by Grupo Industrial Muyaad, November 2014
- Interactive: pack for liqueur
-
- Figure 16: Packaging of Pastis 51, November 2014
- Reusable: metal multipack for beer
-
- Figure 17: Packaging of Desperados, October 2014
Marketing Strategies
-
- Being part of the celebration
-
- Figure 18: Corona Extra “Blackout” commercial, March 2014
- Figure 19: Corona Extra “Hammock” commercial, March 2014
- Engaging with Hispanics through their passions
- Partnering with people Hispanics know and like
Hispanic Consumers and Alcoholic Beverages
-
- Key points
- Consumption of alcoholic beverages
-
- Figure 20: Consumption of alcoholic beverages among Hispanics, April 2013-June 2014
- Socializing prompts consumption of beer and spirits
-
- Figure 21: Reasons for drinking beer among Hispanics, by alcohol type, August 2014
Beer
-
- Key points
- Beer consumption among Hispanics
- Hispanics like imported beer, but still are shy of craft/microbrew beer
-
- Figure 22: Consumption of beer, by Hispanic origin, April 2013-June 2014
- The majority of Hispanic men consume beer; so do about a third of Hispanic women
-
- Figure 23: Consumption of beer among Hispanics, by age and gender, April 2013-June 2014
- Figure 24: Consumption of beer among Hispanics, by household language spoken at home, April 2013-June 2014
- Imported beer consumption increases with household income
-
- Figure 25: Consumption of beer among Hispanics, by household income, April 2013-June 2014
- Change in beer consumption
- Beer consumption generally stable compared to a year ago
-
- Figure 26: Hispanics’ change in consumption of beer over a year ago, by gender and age, August 2014
- Increase in beer consumption goes hand in hand as household income increases
-
- Figure 27: Hispanics’ change in consumption of beer over a year ago, by household income, August 2014
- Reasons why Hispanics drink beer
- The social component is a strong reason to drink beer among Hispanics
-
- Figure 28: Reasons for drinking beer among Hispanics, by gender and age, August 2014
- Celebrations more likely to include beer among unacculturated Hispanics
-
- Figure 29: Reasons for drinking beer among Hispanics, by level of acculturation, August 2014
- Where Hispanics consume beer
-
- Figure 30: Where Hispanics consumed beer in the last 30 days, by gender and age, April 2013-June 2014
- Figure 31: Where Hispanics consumed beer in the last 30 days, by language spoken at home, April 2013-June 2014
- Where Hispanics purchase beer
- Hispanic men value the convenience of convenience stores when purchasing beer
-
- Figure 32: Where Hispanics purchase beer, by gender and age, August 2014
- Acculturation influences where Hispanics shop
-
- Figure 33: Where Hispanics purchase beer, by level of acculturation, August 2014
- Beer brand loyalty among Hispanics
- Hispanics have a short a list of brands that they prefer
-
- Figure 34: Beer brand loyalty among Hispanics, by gender and age, August 2014
- Brands of beer that Hispanics consume
- With lots to choose from, Hispanics stick with the brands they know
- Imported beer
-
- Figure 35: Brands of imported beer that Hispanics consumed in the last 30 days, by region, April 2013-June 2014
- Light beer
-
- Figure 36: Brands of light beer that Hispanics consumed in the last 30 days, by region, April 2013-June 2014
- Regular domestic beer
-
- Figure 37: Brands of domestic regular beer that Hispanics consumed in the last 30 days, by region, April 2013-June 2014
- Regular microbrew beer
-
- Figure 38: Brands of craft/microbrew beer that Hispanics consumed in the last 30 days, April 2013-June 2014
- Important factors for Hispanics when purchasing beer
- Younger Hispanics more likely to consider what others like when purchasing beer
-
- Figure 39: Important factors for Hispanics when purchasing beer, by gender and age, August 2014
- The social component more important among less acculturated Hispanics
-
- Figure 40: Important factors for Hispanics when purchasing beer, by level of acculturation, August 2014
Spirits/Hard Alcohol
-
- Key points
- Spirits consumption among Hispanics
- In terms of spirits, Hispanics are more likely to drink tequila, but lag behind on others
-
- Figure 41: Consumption of spirits, by Hispanic origin, April 2013-June 2014
- Hispanic women aged 21-34 drink spirits like Hispanic men do
-
- Figure 42: Consumption of spirits among Hispanics, by gender and age, April 2013-June 2014
- Consumption of spirits more prevalent among English-dominant Hispanics and more affluent households
-
- Figure 43: Consumption of spirits among Hispanics, by language spoken at home, April 2013-June 2014
- Figure 44: Consumption of spirits among Hispanics, by household income, April 2013-June 2014
- Change in spirits/hard alcohol consumption
- Spirits/hard alcohol consumption steady among Hispanics
-
- Figure 45: Hispanics’ change in consumption over a year ago – spirits/hard alcohol, by language spoken at home, August 2014
- Reasons why Hispanics drink spirits/hard alcohol
- Among Hispanics, a good reason has to exist for drinking spirits
-
- Figure 46: Reasons for drinking spirits/hard alcohol among Hispanics, by language spoken at home, August 2014
- Where Hispanics consume liquor
- Bars and restaurants provide the celebratory environment that Hispanics need to drink spirits
-
- Figure 47: Where Hispanics consumed liquor in the last 30 days, by gender and age April 2013-June 2014
- Where Hispanics purchase spirits/hard alcohol
- Liquor stores main destination to purchase spirits among Hispanics
-
- Figure 48: Where Hispanics purchase spirits/hard alcohol, by language spoken at home, August 2014
- Important factors for Hispanics when purchasing spirits/hard alcohol
- Brand familiarity important when purchasing spirits/hard alcohol
-
- Figure 49: Important factors for Hispanics when purchasing liquor/distilled spirits, by language spoken at home, August 2014
Wine
-
- Key points
- Wine consumption among Hispanics
- Lack of “wine-culture” and familiarity with domestic brands barriers to Hispanics’ wine consumption
-
- Figure 50: Consumption of wine, by Hispanic origin, April 2013-June 2014
- Hispanic men and women equally likely to consume wine
-
- Figure 51: Consumption of wine among Hispanics, by gender and age, April 2013-June 2014
- Hispanics more likely to drink wine as more English is spoken and household income is higher
-
- Figure 52: Consumption of wine among Hispanics, by language spoken at home, April 2013-June 2014
- Figure 53: Consumption of wine among Hispanics, by household income, April 2013-June 2014
- Change in wine consumption
- More affluent Hispanics more likely to perceive an increase in consumption
-
- Figure 54: Hispanics’ change in consumption of wine over a year ago, by gender and age, August 2014
- Types of domestic wine Hispanics drink
- No particular preference of red versus white
-
- Figure 55: Types of domestic wine Hispanics consume, by language spoken at home, April 2013-June 2014
- Origin of imported wine Hispanics drink
- Hispanics gravitate toward wines produced in Spanish-speaking countries
-
- Figure 56: Types of imported wine Hispanics consume, by language spoken at home, April 2013-June 2014
- Reasons why Hispanics drink wine
- Social component important reason for Hispanics to consume beer
-
- Figure 57: Reasons for drinking wine among Hispanics, by gender, August 2014
- Acculturated Hispanics more likely to drink for more personal rewards
-
- Figure 58: Reasons for drinking wine among Hispanics, by level of acculturation, August 2014
- Where Hispanics consume wine
- Hispanic wine drinkers like it enough to order it at restaurants
-
- Figure 59: Where Hispanics consumed wine in the last 30 days, by household income, April 2013-June 2014
- Where Hispanics purchase wine
- Hispanics from different acculturation levels purchase wine at different types of stores
-
- Figure 60: Where Hispanics purchase wine, by level of acculturation, August 2014
- Important factors for Hispanics when purchasing wine
- Familiarity with brand important for Hispanics when deciding which wine to purchase
-
- Figure 61: Important factors for Hispanics when purchasing wine, by gender, August 2014
- Unacculturated Hispanics play it safe when purchasing wines
-
- Figure 62: Important factors for Hispanics when purchasing wine, by level of acculturation, August 2014
Buying Power of US Hispanics
-
- Key points
- Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
-
- Figure 63: Purchasing power, by race/Hispanic origin, 1990-2018
- Figure 64: Purchasing power, by race/Hispanic origin, 1990-2018
-
- Figure 65: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
- Figure 66: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
- US household income distribution
-
- Figure 67: Median household income, by race and Hispanic origin of householder, 2012
Demographic Profile of US Hispanics
-
- Key points
- Population trends
-
- Figure 68: Population by race and Hispanic origin, 2009-19
- Figure 69: Population, by race and Hispanic origin, 1970-2020
-
- Figure 70: Asian, Black, and Hispanic populations, 1970-2020
- Hispanic share of births
-
- Figure 71: Distribution of births, by race and Hispanic origin of mother, 2002-12
- The Hispanic and total US population by age
-
- Figure 72: Hispanic share of the population, by age, 2009-19
- The Hispanic and total US population by gender
-
- Figure 73: Population, by gender and Hispanic origin, 2009-19
-
- Figure 74: Age distribution of women, by Hispanic origin, 2014
- Figure 75: Age distribution of men, by Hispanic origin, 2014
- Characteristics
- Marital status
-
- Figure 76: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
-
- Figure 77: Marital status of Hispanics, by age, 2013
- Figure 78: Gender ratio, by age and Hispanic origin, 2014
- Household size
-
- Figure 79: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
- Children in the household
-
- Figure 80: Households, by presence and ages of own children, 2013
- Generations
-
- Figure 81: Generations, by Hispanic origin, 2014
- Figure 82: Distribution of generations by race and Hispanic origin, 2014
- Hispanics by country of origin/heritage
-
- Figure 83: Hispanic population, by country of origin/heritage
- Mexicans (63% of US Hispanics)
-
- Figure 84: Number of tortilla-related products launched per year in the US, 1996-2013
- Puerto Ricans (9% of US Hispanics)
- Cubans (4% of US Hispanics)
- Dominicans (3% of US Hispanics)
- Central Americans (8% of US Hispanics)
- South Americans (5% of US Hispanics)
-
- Figure 85: US Hispanic population, by country of origin/heritage, 2000-10
-
- Figure 86: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Hispanics by geographic concentration
-
- Figure 87: Hispanic population, by region of residence, 2000-10
- Figure 88: Hispanic or Latino population as a percentage of total population by county, 2010
- States with the most Hispanic population growth
-
- Figure 89: States ranked by change in Hispanic population, 2000-10
- Figure 90: Percentage change in Hispanic or Latino population by county, 2000-10
- Key Hispanic metropolitan areas
-
- Figure 91: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Hispanics online
-
- Figure 92: Internet use among Hispanics aged 18+, 2013
Acculturation
-
- What is acculturation?
-
- Figure 93: Acculturation diagram
-
- Figure 94: Variables that affect acculturation
- Why is level of acculturation important?
- Levels of acculturation
-
- Figure 95: Characteristics of primary acculturation levels
- What is retroacculturation?
Appendix – Other Useful Consumer Tables
-
- Beer
- Demographic profile of beer drinkers
-
- Figure 96: Demographic profile of Hispanics who drink beer, April 2013-June 2014
- Change in consumption
-
- Figure 97: Hispanics’ change in consumption of beer over a year ago, by language spoken at home, August 2014
-
- Figure 98: Hispanics’ change in consumption of beer over a year ago, by level of acculturation, August 2014
- Reasons why Hispanics drink beer
-
- Figure 99: Reasons for drinking beer among Hispanics, by household income, August 2014
-
- Figure 100: Reasons for drinking beer among Hispanics, by language spoken at home, August 2014
- Where Hispanics consume beer
-
- Figure 101: Where Hispanics consumed beer in the last 30 days, by gender and age, April 2013-June 2014
- Where Hispanics purchase beer
-
- Figure 102: Where Hispanics purchase beer, by household income, August 2014
-
- Figure 103: Where Hispanics purchase beer, by language spoken at home, August 2014
- Beer brand loyalty among Hispanics
-
- Figure 104: Beer brand loyalty among Hispanics, by household income, August 2014
-
- Figure 105: Beer brand loyalty among Hispanics, by language spoken at home, August 2014
-
- Figure 106: Beer brand loyalty among Hispanics, by level of acculturation, August 2014
- Important factors for Hispanics when purchasing beer
-
- Figure 107: Important factors for Hispanics when purchasing beer, by household income, August 2014
-
- Figure 108: Important factors for Hispanics when purchasing beer, by language spoken at home, August 2014
- Spirits/hard alcohol
- Demographic profiles of spirits drinkers
-
- Figure 109: Demographic profile of Hispanics who drink spirits, April 2013-June 2014
-
- Figure 110: Demographic profile of Hispanics who drink whisky, April 2013-June 2014
- Past three months consumption
-
- Figure 111: Hispanics’ past three month consumption of spirits/hard alcohol, by language spoken at home, August 2014
-
- Figure 112: Hispanics’ past three month consumption of spirits/hard alcohol, by level of acculturation, August 2014
- Change in spirits/hard alcohol consumption
-
- Figure 113: Hispanics’ change in consumption over a year ago – spirits/hard alcohol, by gender, August 2014
- Reasons why Hispanics drink spirits/hard alcohol
-
- Figure 114: Reasons for drinking spirits/hard alcohol among Hispanics, by gender, August 2014
- Where Hispanics purchase spirits/hard alcohol
-
- Figure 115: Where Hispanics purchase spirits/hard alcohol, by gender, August 2014
- Where Hispanics purchase spirits/hard alcohol
-
- Figure 116: Where Hispanics purchase spirits/hard alcohol, by gender, August 2014
- Important factors for Hispanics when purchasing spirits/hard alcohol
-
- Figure 117: Important factors for Hispanics when purchasing liquor/distilled spirits, by gender, August 2014
- Wine
- Demographic profile of wine drinkers
-
- Figure 118: Demographic profile of Hispanics who drink wine, April 2013-June 2014
- Change in wine consumption
-
- Figure 119: Hispanics’ change in consumption of wine over a year ago, by language spoken at home, August 2014
-
- Figure 120: Hispanics’ change in consumption of wine over a year ago, by level of acculturation, August 2014
- Reasons why Hispanics drink wine
-
- Figure 121: Reasons for drinking wine among Hispanics, by language spoken at home, August 2014
- Where Hispanics purchase wine
-
- Figure 122: Where Hispanics purchase wine, by gender and age, August 2014
-
- Figure 123: Where Hispanics purchase wine, by language spoken at home, August 2014
- Important factors for Hispanics when purchasing wine
-
- Figure 124: Important factors for Hispanics when purchasing wine, by language spoken at home, August 2014
Appendix – Trade Associations
Back to top