Beer is not just an American favorite; it is also the drink of choice for many Hispanics. From birthday parties to sporting games, social events, and more—Hispanics love to celebrate with friends and family. It is part of their culture, fueled by emotions, heritage, and pride. And for many, a cold beer is a refreshing part of that celebration.
According to the Nielsen report, “Hispanics Hop on the Latest Beer Trend,” beer represented nearly half of Hispanics’ beverage alcohol sales in 2014 (45% of all Hispanic households compared to 38.8% of non-Hispanics).
Hispanics love all types of beers. However, above-premium beer grew more than 9.5% year over year compared to 7.8% with non-Hispanics, according to this report. Imported beers are among their favorites, reaching 31% of the market share. Mexican imports have gained 86% of their volume from premium lights and it currently tops their choices.
Since the Hispanic market has become the new trendsetting mainstream, these figures represent a huge business opportunity for manufacturers, distributors, bars, clubs, and restaurants. Besides Mexican import beers, which represent half of the top 10 brands within this segment, Hispanics also prefer flavored offerings, such as fruit infusions, ciders, and shandies. Hispanic Millennials are more likely to purchase flavored beer compared to Generation X (those consumers between 35-54 years old who usually prefer imports). [Read more…]