Anheuser-Busch Is Serious About The Latino Beer Market in U.S. source article: St. Louis Post Dispatch writer: Jeremiah McWilliams posted: Jan. 4, 2008 "The folks at Anheuser-Busch Cos. have done the math: There are a lot of Latino beer drinkers in the United States and even more who follow Latino style." read the full article here

Commentary on Anheuser-Busch and the Latino Beer Market
by Ricardo González

A-B has some stiff competition in this industry in the Coors Brewing Company. Coors Light was able to capture 50% of the beer market in Puerto Rico over the last several years and how they did so should be studied by all serious marketers. Imagine, a light beer in, arguably, one of the most macho Latino societies in Latin America.

In the article, Dave Peacock, vice president of marketing at Anheuser-Busch's U.S. beer division gets it right when he says, "Latinos are going to be a huge part of the population. We've got to keep those consumers in the fold, which is why you're seeing a big increase in investment."

One interesting point in the article is the creation of a new product as a fusion product, Chelada, a tomato based cocktail mixed with beer. Not sure it appeals to me but the point is that they innovated a new product based on watching many Mexicans drinking Clamato.

I do hope that these organizations are socially responsible with the Latino people. It is no secret that alcohol abuse is a HUGE problem in Latino society and I hope that their marketing stresses responsibility and moderation.

Who knows, soon we might even see a Budweiser sponsored NASCAR driver learning Spanish. Now that would be something to drink to!

Adelante,


Ricardo González