Brewers Tap Hispanic Consumers

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American brewers are directing their attention to a demographic that they hope will be the answer to a third consecutive year of declining sales volume. MillerCoors, Anheuser-Busch InBev, Heineken, and others are creating marketing campaigns that captivate the United States’ growing Hispanic population with an authentic voice and a sponsorship or two.

The recession has not been good to brewers. The importance of Hispanic consumers of legal drinking age comes to the fore as unrelenting unemployment shrinks the purchasing power of the industry’s key demographic, men ages 21 to 34.

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