There are a great number of hispanic people in the United States today. They make about 16 percent of the population.
"Hispanics are 19 percent more likely to purchase beer than the rest of U.S. consumers.("http://www.npr.org/2011/10/11/141152273/the-subtleties-of-marketing-beer-to-latinos)
You would think that the hispanic people that migrate to America would want to purchase Hispanic brand beer. That's apparently not the case. The american brands are most popular among the Hispanic community
Corona is No. 2. For the most part, the way all of the brands have tried to reach Latinos is through Spanish TV and radio, sponsorships of Major League Soccer events and concerts.(http://www.npr.org/2011/10/11/141152273/the-subtleties-of-marketing-beer-to-latinos)
American Companies try to appeal to all type of Hispanics, such as putting commercials on the super bowl and during sports events. They advertise in an American way but put subtle hints making it not only reach out to the hispanics, but the biracial hispanics. The latino population is so diverse that there are so many different groups beer companies can aim toward. For example, there are traditional hispanics who live faithfully to their hispanic ways. There are also hispanics who were not raised under hispanic beliefs. In order to reach out to all of them, they have to take different approaches.
"It basically tells you, 'You understand that I am not glued to Spanish-language TV all the time and I am not glued to soccer but that I actually enjoy watching the Super Bowl,' (http://www.npr.org/2011/10/11/141152273/the-subtleties-of-marketing-beer-to-latinos)
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