Affluent in Spanish - From tennis to tequila, Latinos are going upscale.

Perhaps nothing symbolizes the rise of the affluent Latino consumer more than the ascent of high-end tequila. Overall, the category grew 10 percent in 2007 to 7.9 million cases, according to Impact, New York. And the growth is being driven in party by high-end entries like Jose Cuervo’s silver Platino, which retails for around $58 for a 750 ml bottle. “There’s a whole segment of [affluent] Hispanics who are getting back to their roots, and not just drinking cognac, whiskey or scotch, but tequila,” said Rene Valdez, brand manager for Casa Herradura, an upscale tequila that’s now being distributed in the U.S. via Brown-Foreman, Louisville.”*

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