Brewers target Latino kids in bid to gain market

The last few years have seen brewers focusing huge financial resources to move their products into Latino hands. Miller Brewing Co. signed a three-year, $100 million advertising deal with Univision Communications in 2004. Anheuser-Busch and Molson Coors created vice presidential posts to head up their Latino marketing efforts.
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More young people are seeing alcohol ads today than ever before. Among all racial groups, youth exposure to alcohol ads on television jumped 48 percent from 2001 to 2005, according to the Center on Alcohol Marketing and Youth at Georgetown University.

Alarmingly for Latinos, more alcohol advertising is being aimed at our youth than at other young people.”*

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Another reason for the increased attendance has been the team's (Brewer's) effort to market to area Hispanics and African-Americans, Schlesinger said. In April, the team hired Abrazo Multicultural Marketing and Communications, Milwaukee, to enhance marketing efforts to the Hispanic community. The team has opened five ticket branches in Latino neighborhoods, including one at the United Community Center, along with increasing advertising in Spanish newspapers and other publications.

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