Hispanics Targeted By, Resist Alcohol Advertising

U.S. brewers are targeting ads and other marketing at Hispanics, seen as an island of potential growth in an otherwise stagnating sales environment, the Wall Street Journal reported March 29.

In San Diego, Spanish-language billboards for Bud Light and Miller Light clearly target Hispanics. "There is a lot of pressure to drink in this community," said Sandra Villarda, 18, a member of the San Diego Youth Council.

Anheuser-Busch recently created a new division charged with marketing to Hispanics, and the company will spend $60 million on ads in Hispanic media this year, up by two-thirds compared to 2005. Miller is spending $100 million over three years for advertising on Univision. Beer companies also have stepped up donations to Hispanic civic organizations.

"We would disagree with anyone who suggests beer billboards increase abuse among Latino or other minority communities," said Marlene Coulis, vice president for brand management at Anheuser-Busch. "It would be poor business for us in today's world to ignore what is the fastest-growing segment of our population."

The trend has sparked anger among some community activists, who note that half of the U.S. Hispanic population is under age 21, and that Hispanic middle-school students are more likely to drink, get drunk, and binge drink than whites or blacks. Some programs report that more Hispanic girls are seeking treatment for alcoholism.

"Latino youth are drinking more than black or white youth, with all the concurrent negative health and social consequences," said Katherine Culliton of the National Latino Council on Alcohol and Tobacco Prevention. "We believe this is a result of beer companies aggressively targeting Latino youth."