date:May 05, 2014
illion in 2010.
Beer has lost share to wine and spirits over the last decade, which makes the Hispanic market even more critical. Nielsen data shows that Latino males ages 21-27 drink 20% more than their general market counterparts, says Rodriguez. The company's own internal research shows that the share of total beer consumed by legal-drinking-age Latino adults is 16.3%. They're a big, growing, and valuable target, Rodriguez says.
With Coors Light Summer Brew, the company wanted a beer that h