Hispanics Critical to Adult Beverage Industry

A new Technomic report suggests that Hispanic consumer choices for liquor, wine and beer are influencing industry trends.

September 19, 2013

CHICAGO – U.S. Hispanics 21 years of age and older are an increasingly important adult beverage consumers segment, a new Technomic report reveals.

Hispanics will account for 15% of the total U.S. legal drinking age population by 2015 and 25% by 2045, according to Technomic’s “Special Trends in Adult Beverage (TAB) Report: Hispanic Consumer Insights.”

“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. “Currently, the LDA Hispanic population skews young and male, and strongly favor 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.”

To help beverage retailers, suppliers and operators better anticipate the evolving trend, Technomic added the new report to its “Trends in Adult Beverage (TAB)” series. Key findings include:

  • Latinos are more likely than the overall population to purchase alcohol at non-liquor and wine stores, such as convenience stores (19% vs. 14%).
  • Hispanics are more likely than the broader population to have purchased adult beverages online (17% vs. 11%) in the past year.
  • Mexican beer is more preferred by Hispanics (85%) than general consumers (70%) when ordering drinks in restaurants and bars.

Read more on reaching Hispanic consumers in NACS Magazine.

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