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Blue Moon Targets Latinos with Horchata

Written by admin on . Posted in Marketing

Blue Moon Cinnamon Horchata

Blue Moon Cinnamon Horchata

When I think of the top five beers that Latinos consume in the United State these come to mind:

  • Negra Modelo
  • Corona
  • Budweiser
  • Pacifico
  • Coors

None are craft beers.

Blue Moon Brewing Co. is taking a brave step to try to target the fastest growing Latino population in the U.S. – Latinos – and they are doing it by targeting their sweet-tooth palate. They have just released their newest creation, the Cinnamon Horchata Ale, and they are testing their new product in a half-dozen U.S. markets.

Brewing company founder and head brewmaster, Keith Villa, a third-generation Mexican-American who holds a Ph.D. in brewing from the University of Brussels in Belgium, said that “A lot of Hispanic people really are just now getting into craft beer,” and the numbers show. According to the Nielsen data from November, 57% of Hispanics said they increased their craft beer consumption over the previous two years, compared to 42% of the total population.

Blue Moon is onto something. Hopefully I see it at Safeway next time I go grocery shopping.

This post is also available in: Spanish

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