Week 3 EOC: My Demographics

As Hispanic markets expand in the U.S., companies are increasing their consumer research into the demographic mix.  The Latino community makes up about 16% our country’s population.

"They love beer," says Jim Sabia, chief marketing officer for Crown Imports, which distributes Mexican beers including Corona and Modelo. "Hispanics are 19 percent more likely to purchase beer than the rest of U.S. consumers." On top of that, Hispanics will make up a large portion of the legal drinking-age population in the future (NPR.org).

In the Latino market, Bud Light is the #1 beer of choice and Corona comes in second, according to NPR.org.  Anheuser-Busch has begun catering towards the Latino market by pairing up with hip-hop star Pitbull.  “Hoping to add some bite to its multicultural advertising, Bud Light is unleashing hip hop star Pitbull in a new TV campaign aimed at tapping into the Cuban-American's rising stardom and crossover appeal” (Advertising Age).  The campaign, operated by Bud Light Hispanic agency, will run ads on major U.S. broadcast networks, as well as Hispanic TV.