Corona's Parent Sharpens Pitch to Hispanic Drinkers
CNN/Stylemagazine.com Newswire | 7/27/2018, 11:20 a.m.
Constellation Brands wants to strengthen its appeal to Hispanic drinkers. The distributor of Corona, Modelo Especial, and Pacifico bought Four Corners Brewing. Corona President Bill Newlands said Four Corners has been able to capitalize on a hot beer trend: Hispanic-influenced products. Four Corners, a Dallas craft brewer, produces Local Buzz Honey-Rye Golden Ale and El Chingón IPA, among other beers.
Buying Four Corners signals Constellation's increased focus on marketing its beer lineup to Hispanic people, one of the fastest-growing segments of the American population. Hispanic people currently make up more than 17% of beer drinkers, according to data shared by Constellation. The number of Hispanic people entering legal drinking age over the next decade is expected to grow 3% to a total of 46 million. The group is a key demographic for Constellation, accounting for 40% of the company's sales.
