"They are developing marketing plans for all segments of the Hispanic community for 1999," said a California A-B wholesaler.
That's a slightly different strategy from most large brewers, which are focusing most of their efforts against Mexican-Americans, who represent nearly 70% of the country's Hispanic community.
BATTLING CORONA EXTRA
Domestic brewers are trying to reach the growing Mexican market as consumers increasingly turn to brands from their homeland, notably Corona Extra, the No. 1 import.
A-B already is moving toward focusing on different Hispanic markets.
This year it broke an ad featuring an Argentinian, a Mexican, a Cuban, a Spaniard and a Puerto Rican reading the label of a bottle of Budweiser. The TV spot, tagged "Simplemente Budweiser," was handled by Castor Group, New York.
Anheuser-Busch's focus reflects how the major brewers are looking to exploit different niches in the flat beer market.
Miller Brewing Co. has been directing much of its advertising for Miller Genuine Draft toward the Mexican-American community, in part because the brew is popular in big markets such as Los Angeles and Chicago.
The brewer also broadened that reach with a humorous soccer-themed ad that revolved around the rivalry between Spain and Argentina.
Miller also targets the Dominican population in New York for Presidente, an import from the Dominican Republic.