Spirits marketers eye Hispanic niche

Chura, Hillary
February 2000
Advertising Age;2/28/2000, Vol. 71 Issue 9, p54
Trade Publication
This article discusses the efforts of the liquor industry to connect with Hispanic consumers in the U.S. as of February 28, 2000. Liquor industry observers call the U.S. Hispanic population an untapped market, with potential to boost the category's lackluster growth. Brown-Forman Corp. will expand its Jack Daniels outdoor and radio campaign beyond Miami, New York and Texas to include Southern California and Chicago, said Erin Schlader, national marketing director for the brand. In January, Seagram Americas broke an Absolut print advertisement titled Absolut Miami. It featured Spanish text on the iconic bottle. The brand also has developed press relations and promotions programs in the city and other Spanish-speaking communities over the last several years.


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