Beer Companies Tap Latino Market

on 15/07/11 at 12:04 pm


Bilingual Cartons and a Cuban-American Rapper Figure in Beer Makers’ Plans to Tap Growing Market.

The world’s brewing giants, struggling to eke out growth in the sluggish U.S. market, are stepping up their courtship of the country’s Hispanics.

This summer, MillerCoors is rolling out bilingual packaging in the U.S., adding Spanish to the cartons that hold bottles or cans of its Coors Light and Miller Lite brands. It is also sponsoring a Mexican soccer league.

Anheuser-Busch InBev NV, which says its Bud Light and Budweiser are the top-selling brews among Hispanics in the U.S., is increasing its spending on ads in Spanish-language media. And it has struck a deal for Bud Light to sponsor Cuban-American rapper Pitbull’s fall concert tour.


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