One size doesn’t fit all when it comes to meeting the preferences of Hispanic consumers.
To build upon its momentum,
A-B plans to double its investment in Hispanic media, reaching millions of consumers with key brands addressing different consumer preferences. Increased spending will flow into 1,500 high Hispanic zip codes.
Understanding Beverage Preferences Unlocks Potential
A Future with More Cheers for Hispanic Consumers Starts with a Strategy Designed to Win
In 10 years, 1 out of 2 new consumers of legal drinking age (LDA) will be Hispanic.
The sheer size and rising buying power of this influential consumer base cannot be overlooked and requires a tailored Hispanic strategy.
Sources: Nielsen LatinX DIS Report (2019); Woods & Poole, US Census; Bureau of Labor Statistics
Hispanics will fuel the future growth of the beer industry.
Here’s why—Hispanics:
Much like the general population, Hispanics have diverse needs and preferences that span lagers and beyond. Mexican imports alone are not a winning strategy to serve this audience.
Acculturation, geography and country of origin impact purchasing decisions. Hispanics, regardless if they are acculturated, unacculturated or bi-cultural, all drink more beer than non-Hispanics.
Anheuser-Busch holds 42% of the market share of Hispanic Shoppers.
That kind of category leadership is the result of deep research, innovative product development and massive investments to reach Hispanic consumers. Anheuser-Busch’s broad portfolio of great tasting, high-quality beers brands have satisfied beer drinkers for generations, chief among them, Hispanics.
Source: IRI HIA, Numerator Shopper Insights.
Behind Every Great Beer is a Vision
Dreaming big is in Anheuser-Busch’s DNA. Always looking ahead, the company is writing the next chapter in its future– one of growth, innovation, responsibility and sustainability.
Hispanic Consumers Represent The Largest Opportunity for Growth in Alcoholic Beverages
Today, 60% of US population growth is driven by Hispanics.
By 2032, LDA Hispanic individuals will no longer be considered a minority group. They will represent 50% of consumers entering the alcoholic beverage segment.
Hispanics Bring Massive Opportunity at Retail
The Face of America is Changing
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The Numbers
Are Only Growing
Tap into a Winning Portfolio
Deep Insights Required to Understand the Dynamics of Hispanic Consumers
60%
of U.S. population growth from 2020 to 2030
expansion in Hispanic population by 2030
27%
beer consumption compared to
non-Hispanics
1.4x
beer consumption compared to
non-Hispanics
1.4x
Acculturated
& Bi-Cultural
Drink across variety of beer styles & price points
Speak English at home
Drink more like the U.S. population
Both over-index
in Beer versus
Non-Hispanic
Represent 75% of the market
beer consumption compared to
non-Hispanics
1.4x
Prefer Above Core
Lagers
Speak Spanish at home
Drinking habits align with country of origin
Represent 25% of the market
"Unacculturated"
U.S. Hispanics’ annual buying power is on track to exceed $2.5 trillion in the next two years.
Consume 1.4x more beer than non-Hispanics
A-B deepens its understanding of Hispanics by leveraging large scale surveys and qualitative immersions with consumers. This knowledge allows the company to identify different and functional needs that drives purchasing by Hispanic consumers.
The Right Portfolio
The Right Insights
A-B is the number one brewer by volume among Hispanic consumers.
As Hispanics transform the alcohol industry, it is mission critical that retailers and brands offer relevant and meaningful products fine-tuned for the consumer group.
A-B has a long-term commitment to the Hispanic community—with ongoing sales tracking and extensive research to enrich the understanding of how to best serve this important consumer segment.
A-B is one of America's most iconic companies and the undisputed leader of the U.S. beer industry. Proud of its history, the company remains committed to brewing the great-tasting, high-quality beers that have satisfied beer drinkers for generations.
In addition to America’s most recognized beer brands, including top craft brews, A-B is a leader in the Beyond Beer segment. Through its broad portfolio, A-B is committed to meeting all customers’ needs for every occasion.
For more information on Anheuser-Busch’s portfolio, please click here.
By 2030, the Hispanic population will grow 27%, reaching over 50M people.
Are attracted to premium products and have a higher propensity to trade up than non-Hispanics
Drink a variety of Beers, favoring the lagers style
60%
of US Population Growth from
2020 to 2030
HISPANIC
NEW LDA CONSUMERS
BY 2030
HISPANIC
NEW LDA CONSUMERS
BY 2030
TRILLION
$2.5
TRILLION
$2.6
In 10 years, 1 out of 2 new consumers of legal drinking age (LDA) will be Hispanic.
By 2032, LDA Hispanic individuals will no longer be
considered a minority group. They will represent 50%
of consumers entering the alcoholic beverage segment.
U.S. Hispanics’ annual buying power is on track to exceed $2.6 trillion by 2025.
U.S. Hispanics’ annual buying power is on track to exceed $2.6 trillion by 2025.
In 10 years, 1 out of 2 new consumers of legal drinking age (LDA) will be Hispanic.
By 2032, LDA Hispanic individuals will no longer be
considered a minority group. They will represent 50%
of consumers entering the alcoholic beverage segment.
2032:
NO LONGER A MINORITY
HISPANIC BUYING POWER
IN NEXT 2 YEARS
HISPANICS
NON-HISPANICS
Drink more beer than non-Hispanics
Drink more beer than non-Hispanics
INDENTIFIES WITH FIRST
LANGUAGE
ORIGIN IMPACT
ALCOHOL HABITS
BEER HABITS
#1
AMONG HISPANIC CONSUMERS
Hispanics will
account for
Connecting with Family & Friends
Hanging With the Boys/
Celebrating Stuts
Connecting With My Mexican Identity
Maximizing the Moment
Celebrating My Status
Hanging With the Boys/
Enhancing Me Time
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5
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7
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Sources:
BY 2025
U.S. Census
U.S. Census
Adweek The Power of the U.S. Hispanic Consumer
Selig Center for Economic Growth - Terry College of Business, University of Georgia, June 2019
IRI HIA, Numerator Shopper Insights
IRI HIA, Numerator Shopper Insights
HIA+BIR AB Market Share April 2021
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