The Latino Consumer

Chase or discover?Everybody from Heineken to Labatt to A-B is chasing this all-important consumer: the young Latino beer drinker. Why? Because this demographic is growing at twice the rate of the general population, because they drink twice as much beer, and because they are a hot demographic in music and Hollywood. So how to capture this elusive demographic? Take it from somebody who lives in San Antonio, whose grandfather was ambassador to Mexico, and who is himself one-fourth Latino, you