Saturday, May 5, 2007 | The major beer brewers respect only one culture — money.
For years, they have doggedly tried to wedge Mexican culture into the cold brew of their “Cinco de Mayo” promotions. This year promises to be no different. But you can bet, by May 6, they would have discarded their Latino fervor much as they would a spent lime husk at the bottom of a Corona bottle.
Just as the “conquistadors” did centuries ago, firms that make Budweiser, Miller Beer, Coors and, yes, even Corona are always looking for new worlds and markets to exploit. Unfortunately, Cinco de Mayo has become a gateway to one particularly lucrative segment — Latinos.
A few years ago, they began setting aside huge financial resources to ensure their products reach Latino hands. Miller Brewing Co. signed a $100-million advertising deal with Univision Communications, the largest deal ever for the Spanish-language broadcasting corporation. Meanwhile, brewers such as Anheuser-Busch and Molson Coors have created vice-presidential posts to head up their Latino marketing efforts.
They’ve taken these steps with no regard to the growing problems that alcohol is bringing to our communities, families, and particularly to our children.
One reason is that wine and hard liquor producers are siphoning off their market. In response they are looking for new customers.