While Republican presidential nominee Donald Trump’s supporters chant “build the wall,” more Americans are drinking beer and tequila imported from what would be on the other side, Bloomberg news agency reports.
The largest alcohol producers are stressing the need to appeal to consumers — Hispanic and otherwise — who increasingly want products with Mexican heritage. U.S. beer shipments from Mexico grew 18 percent this year through June, outpacing the 1.3 percent gain for all beer shipments, according to data from the Beer Institute. From 2010 to 2015, tequila rose 30 percent by volume in the U.S., more than any other alcohol category except cognac, according to data from Euromonitor International.
Constellation Brands Inc.’s 24 percent compound annual growth from 2010 to 2015 was driven by the popularity of its Mexican imports, including Corona and Modelo beer, according to Kenneth Shea, a Bloomberg Intelligence analyst. Heineken NV’s Tecate franchise has grown 7.2 percent so far this year, led by Tecate Light, which is up 31 percent. Heineken also imports Dos Equis.
Constellation and Heineken aren’t alone. Other companies have taken notice of the power of Hispanic consumers: On Sept. 1, MillerCoors Inc. will introduce Zumbida, an alcoholic take on a traditional Mexican beverage called agua fresca. Diageo Plc, the world’s largest distiller, has bolstered its tequila portfolio and invested in Mexico’s newest popular spirit: mezcal. The tequila and mezcal industry in the U.S. is expected to grow 17 percent between 2015 and 2020, according to data from Euromonitor.
Alcohol companies are caught in the crosshairs of two cultural movements: the rise of Trump and his nativist bombast, and the so-called Mexicanization of U.S. culture as seen in the food and beverage industries.
To read complete article click here.
more recommended stories
Possible 2020 candidate Beto O’Rourke meets with young refugees at US-Mexico border
Flanked by a group of politicians.
Gabriel García Márquez niece rescued from kidnappers after four months
BOGOTÁ (EFE) .- Colombian authorities rescued.
Another femicide in Mérida, woman from Tekax stabbed 44 times
The murder of María Rosalía Chan.
Markets in Merida to be promoted with cultural events
In order to attract more people.
Puppy killed by fireworks in Nezahualcóyotl, State of Mexico
The use of fireworks without proper.
Carbon Dioxide emissions see steep jump in 2018
Scientists say after several years of.
Mexico’s Polytechnic Institute and local company NC-Tech to create industrial training center 4.0
Mexico, Dec. 14 (Notimex).- The School.
MEXICO TO REGULATE ENTRY AT SOUTHERN BORDER
Mexico ’s top security official said.
Mexico has the potential to become the main supplier of cannabidiol (CBD) in the world
Cannabidiol is a raw material derived.
AMLO asks Mother Earth’s permission to build Maya Train project
Mexican president Andrés Manuel López Obrador.