TITLE

Spirits marketers eye Hispanic niche

AUTHOR(S)
Chura, Hillary
PUB. DATE
February 2000
SOURCE
Advertising Age;2/28/2000, Vol. 71 Issue 9, p54
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
2841532

 

Related Articles

  • 10 Minutes With David Wright & Mark Grindstaff. BIRKNER, CHRISTINE // Marketing News;5/15/2012, Vol. 46 Issue 6, p24 

    The article presents an interview with David Wright, the senior vice president of global sponsorship at Soccer United Marketing, and Mark Grindstaff, the U.S. brand director for Brown-Forman's Casa Herradura tequilas. Topics include a marketing agreement between the two companies aimed at U.S....

  • Study: Separate ad buys needed to reach Hispanics. Fisher, Christy // Advertising Age;4/29/1991, Vol. 62 Issue 18, p54 

    Reports on a market research study which revealed that Hispanics are assimilating slowly into U.S. culture. Reason for the avoidance of Spanish-language advertising efforts by some consumer goods marketers; Degree of assimilation; Estimated number of Hispanics living in the U.S.

  • The Hispanic Target: An Overview of the Major Markets. Menendez, Teresa; Yow, John // Marketing Research;Jun89, Vol. 1 Issue 2, p11 

    Though the United States Hispanic market is multiethnic (consisting primarily of Mexicans, Puerto Ricans, and Cubans), research reveals a remarkable homogeneity in terms of how the market as a whole responds to advertising from American manufacturers. However, marketers interested in this...

  • Nielsen program likely to unravel buying secrets. Fitzgerald, Kate // Advertising Age;8/30/1999, Vol. 70 Issue 36, special section pS15 

    Offers the results of a survey by ACNielson Corp. regarding buying patterns of Hispanic American consumers in the United States. How the survey was conducted and led; Plans to expand the scope of the survey; Findings of the survey of products most likely to be purchased.

  • Brown-Forman in ...2.5m Southern Comfort revamp.  // Marketing (00253650);9/6/2001, p3 

    Reports on the marketing changes made by Brown-Forman Beverage Co. for its Southern Comfort alcoholic beverage. Alterations given to packaging and brand-building.

  • Marketing to Hispanics. Westlund, Richard // Adweek;11/30/2009, Vol. 50 Issue 42, pHM1 

    The article discusses the marketing strategies for engaging the Hispanic community in the U.S. With the Hispanic demographic growing, brands that allocate resources to reaching out to Hispanic consumers are experiencing a significant return on their investment. According to the Association of...

  • Pick up the pieces. Vence, Deborah L. // Marketing News;3/15/2005, Vol. 39 Issue 5, p13 

    Reveals that companies in the U.S. are starting to segment the Hispanic market based on lifestyle. Information on the marketing approach of companies toward the Hispanic market; Highlights in research conducted by the New York-based Bravo Group on the Hispanic market; Details on the segments of...

  • ¿Comprende? Todd, Heather // Beverage World;12/15/2004, Vol. 123 Issue 12, p22 

    Focuses on the marketing of beverages to Hispanic consumers in the U.S. Growth in Hispanic buying power by 2007; Information on the strategy used by Chicago, Illinois-based fruit drinks business Tampico to connect with consumers; Key to marketing to Hispanic consumers; Background on the...

  • Se Habla Latino? Schwartz, Meredith // Gifts & Decorative Accessories;Nov2006, Vol. 107 Issue 11, p32 

    The article discusses efforts launched by retailers across the U.S. to best serve the Latino market. Wal-Mart has donated $3 million to the Hispanic Scholarship fund and publicized widely its Hispanic board members, associates, and Hispanic-owned suppliers. Kmart has contributed to the 5th...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics