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According to The Hispanic Star, Hispanic buying power is currently at $1.7 trillion and continues to rise. Although this indicates increased outreach to the Latinx communities over the years, many brands are still missing the mark when it comes to diversity and inclusion efforts.
In an effort to further their efforts, Smirnoff and parent company Diageo are unveiling a new project to celebrate the Latinx community all year round. To start, the spirits company is teaming up with Colombian singer-songwriter Karol G to collaborate on the Poco Pico Seltzer variety pack, which will hit shelves this fall.