Beer industry embraces Hispanic market, prompts backlash

“Eighteen-year-old Sandra Villarda felt besieged by beer billboards on her drive down El Cajon Boulevard to San Diego City College. Every day, the ads greeted her, for Bud Light on one block, Miller Lite on the next. “Mas Calor! Mas Sabor! Mas Fiestas!” one Miller Lite billboard read. “More Heat! More Flavor! More Parties!”

There are other sights along the route, too. “I see Latino kids sipping beer out of a Coke bottle,” says Ms. Villarda, who recently joined the San Diego Youth Council, a group that promotes an antialcohol-abuse message. “There is a lot of pressure to drink in this community,” she adds.”

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