Diversity Booze – Who Drinks What and Why?

multiWine & Spirits Daily had a terrific article last week titled, “Capitalizing on the Growing Ethnic Trend.”

The article includes data on the growth rates and buying power of the Latino, African American, and Asian consumer markets. Further, it reports on data gathered by Republic National Distributing Company (RNDC) and describes who drinks what.

Some of the reported drinking habits are well known to spirits marketers and some show shifts from the past.

A few highlights from the article:

What I find so interesting is that compared to the past, while there are some diverse drinking preferences, everyone drinks everything. There are differences but not as sharp as I’ve seen years ago.

So permit me to add some comments and cautions concerning marketing to diverse population segments.

The Latino/Hispanic market is not one market.

It is a diverse group of consumers consisting of those from Mexico, Puerto Rico, Central America, Cuba, and other Caribbean Islands. Further, these sub-segments are geographically dispersed so the Mexican American consumers in Texas, for example, are different from those in Chicago or LA.

The African American consumer category and brand preferences also vary by geography and urban, suburban and rural residence.

And along with that the  “Asian” category doesn’t account for consumers from China, South Korea, Philippines and other countries that each have there own cultures and customs.

The point is, a smart brand builder pays attention to diverse consumer markets as a starting point, but understands that further knowledge (micro marketing) is necessary.

A Memorable Experience in Ethnic Marketing Research:

I was conducting focus groups on behalf of Patron Tequila when Seagram had the brand. The research was among Anglo and Mexican American consumers. At the time, Patron was only just beginning to grow and we wanted to know attitudes and perceptions about the brand. filepicker_KNHm8ETTwyz9U3ePFuyt_patron

Many Anglo consumers told us that their favorite brands were those they believed to be “authentic” tequilas and brands like Cazadores and Herradura were mentioned. But, so was Patron.

At the time Patron was not available in Mexico (except for Duty Free) and was only an export product. Yet, it’s name and packaging made it ”authentic” tequila.

Among the Mexican American consumers, the attitudes became even more telling. Those who strongly maintained their Mexican identity stuck with brand preferences from “back home.” But, second and third generation Mexican Americas (those more assimilated rather than acculturated) also added Patron to their repertoire. When challenged about the lack of heritage for Patron, the most frequent reply was, “Hey, my Anglo friends drink it so it must be good.

So, looking at the market from a diversity standpoint is great but it’s critical to remember that there are many layers to a culture and one size doesn’t fit all.

The LGBT (Lesbian, Gay, Bisexual, and Transgender)  market also make up a very interesting drinking segment of the population and are also a deeply layered group of communities. Ah, but that’s a subject for another posting.

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Best Beer Super Bowl Ad You Will Not See

Finally, a great Super Bowl ad that makes fun of all irritating marketing and advertising surrounding that mega event.

But, you won’t see it when you watch the Super Bowl.

Adweek has the following headline on its website Newcastle Brown Ale’s Super Bowl Ad Teaser Is the Best You’ll See This Year.

Newcastle Brown Ale with the help of its ad agency, Droga5, has produced a faux teaser for an ad it would have run if they had the money.

It’s a very funny spoof that will run next week. The campaign is called “If We Made It.”

( or watch here).

Also, check out this one.

(or watch here)

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“Bartender, I’d like a hummer.”

What’s in a name?

A clever, memorable call name for a drink is what makes that drink popular. Where would Seagram’s Seven be without a 7 and 7 or, Peach Schnapps without the Fuzzy Navel?

Here’s one for the books.

drink9f-1-webFour middle-aged women are out for their every other week ladies night out. They are feeling a bit adventurous this particular evening and are chatting about what to have when the server walks up to their table.

Let’s listen in:

Server: Hi ladies. Can I offer you something to drink?

Lady #1: A glass of chardonnay would be nice.

Lady # 2: (To the group) You know what, girls? I’m going to have a chocolate martini. I’m in that kind of mood.

Lady #1: Great idea… please change my drink to that.

Lady #3: Do you have any of that Rum Chata?

Server: No, I’m afraid not.

Lady #3: Then I’ll just have sex-on-the-beach.

(They all laugh. The server smiles and says) Perfect choice for a cold winter night in Detroit. And you, ma’am?

Lady #4: I want a hummer.

All: A what?

Lady #4: What’s the matter? My friend Louise says her husband begs her for a hummer and I thought I would try one.

Lady #3: Isn’t a hummer a car? How do you go from that to a drink?

Server: (He has become very uncomfortable.) Uh, um, uh, ma’am do you know what a hummer is?

Lady #4: What do you mean? It’s a drink…right?

Server: I suppose… I’ll check with the bartender, but a hummer is also a car… and something that…uh, well something that men really enjoy.

Lady #4: Fiddle sticks. I’d like a hummer.

(The server leaves, goes to the bartender and says) You won’t believe this Sally… I need one sex on the beach, two chocolate martinis and, um, well, don’t get angry, a hummer. Lady at that table says she really needs a hummer.

Bartender: Take your mind out of the gutter! A hummer is a drink born in Detroit that includes rum, Kahlua, ice cream, some ice and all blended together.

Server: Oh.

For those of you who have missed the nuisances of the story, go here.

The Hummer
The Hummer

The Hummer 

1-1/2 ounces rum (usually Bacardi)

1-1/2 ounces Kahlúa

2 scoops vanilla ice cream

A couple ice cubes

Blend and serve in a 7-1/2-ounce rocks glass.

 

As for other meanings of the term “hummer” check with Cosmopolitan Magazine.

(Based on a true event.)  

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