Beverage News / Beer / Wine & Spirits

Hispanic consumers crucial to adult beverage industry, Technomic says

Spirits, wine and beer preferences will influence trends

September 19, 2013

At nearly 33 million, U.S. Hispanics of legal drinking age (LDA) are important adult beverage consumers, and their influence will expand rapidly, according to Chicago-based Technomic Inc.’s “Special Trends in Adult Beverage (TAB) Report: Hispanic Consumer Insights.” By 2015, Hispanics will account for 15 percent of the total U.S. LDA population; by 2045, one-quarter of the U.S. LDA population will be Hispanic, it reports.

"Hispanics are an extremely important demographic group for the adult beverage industry, and many of their preferences and purchase habits are different from the general population," said Donna Hood Crecca, senior director at Technomic, in a statement. "Currently, the LDA Hispanic population skews young and male, and strongly favors beer, tequila and red wine. Similar to the general population, they value variety and competitive pricing when purchasing adult beverages, but they buy them in a broader range of retail outlets. They enjoy adult beverages frequently but consume more drinks and spend more per occasion than the general population, whether at a restaurant or bar or at home."

When it comes to selecting an alcohol beverage, beer — particularly imported beer — is the top choice for Hispanic consumers, Technomic reports. Eighty-five percent of Hispanics prefer Mexican beer compared with 70 percent of general consumers when ordering drinks in restaurants and bars. Hispanics also overindex on red wine varieties — particularly red blends — in restaurants and bars compared with the general population. Forty-one percent of Hispanic consumers reported drinking a red wine blend once a month or more compared with 28 percent of the general population.

Forty-eight percent of Latinos buy alcohol at liquor and wine stores most frequently, according to Technomic’s TAB report. However, they are 5 percentage points more likely than the overall population to purchase alcohol at other types of retail outlets such as convenience stores. In addition, Hispanics are 6 percentage points more likely than the broader population to have purchased adult beverages online in the last year, Technomic reports.

In casual-dining trends, 36 percent of English-dominant Hispanics and 38 percent of bilingual Hispanic consumers are more likely to order alcohol beverages during their visits compared with 27 percent of Spanish-dominant consumers, Technomic reports. These demographics also are more likely to try new adult beverages in on-premise locations.

To view Technomic’s infographic about Hispanic alcohol consumption, click here.

To read more about adult beverage consumer trends among Hispanics, visit Technomic’s website.
 

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI December 2014 cover

2014 December

The December 2014 Beverage Industry includes a cover story on craft beer's revenue growth, as well as articles about health and wellness trends, Foco, the best packages of 2014, and more. Check it out today!

Table Of Contents Subscribe

Styles of Craft Beer

Which style of craft beer will see the most growth in 2015?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!