Godinez: Mientras mayor acogida sientan los jóvenes latinos en la fabricación de cerveza artesanal, más leales serán
Ozzie Godinez, CEO at PACO Collective wrote a post in LinkedIn regarding the slowdown of beer sales in the last five years, including craft beer. “The slowdown has craft makers looking toward the Millennial Latino market” he said. Fiscal year 2016 showed dollar sales growth reaching 2.9% in the craft realm, when it once enjoyed year-to-year sales growth of 15-18% between 2013 and 2016. Godinez explained that the craft beer phenomenon has largely been targeted toward white drinkers who have tended to afford the premium prices associated with microbreweries and who have adopted to the culture of local brews in general. But, according to Lopez Negrete Communications in Houston, Latinos account for 14% of millennials who drink craft beer, and that this group purchase more than a third of all craft beer sold. “The opportunity looks like a sure thing with this discovery: Just over half of Millennials who are Hispanic 54% say they would try a craft beer if they just knew more about it” he wrote. The problem has been, according to Godinez that craft beer makers have failed to reach Latinos because they have segmented them via Mexican beer brands, or have relied primarily on Spanish-language marketing. “But when you look at the situation cross-culturally, there is one obvious opportunity for beer makers: Authenticity” he said, regarding that this is also a value that Millennials appreciate more than their older peers, and that Latino Millennials are no different. But he recommended that to appeal to Millennial Latinos craft brewers must redirect their outreach efforts from Millennials to Latinos in a more mindful way. “This may include naming a special beer after something that truly taps into Latino culture, hiring a Latino artist to create a mural in their tap room or design labels for special brews, getting their product into sporting or cultural events where Latinos are majority participants, encouraging Latino Millennials to visit their taproom for culturally relevant and sharable experiences.”
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