Avoiding the Kiss of Death with your Multicultural Marketing Strategy

In 2015 African-American, Asian-American and Hispanic consumers accounted for about 38% of the total US population, according to Nielsen. These groups--which typically fall under the multicultural marketing platform--are projected to increase by 2.3 million each year before becoming a numeric majority of the population by 2044.And yet, an informal show of hands at the WSD Summit earlier this year indicated very few alcohol companies are comfortable with their current marketing plan for multicultural consumers. Enter Marc Strachan, Diageo North America's