We love flavors, apparently. Don’t laugh or shake your head, they have research.
MillerCoors has taken one look at U.S. demographics and decided: We need to make a beer for Latinos.
features.blogs.fortune.cnn.com
Introducing Coors Light Summer Brew, a citrus-flavored beer, because Latinos love flavors, Coors reports.
Rudy Rodriguez, the company's senior director of multicultural marketing told CNN Money the beer "was designed specifically for the Latino drinker to bring new users into the franchise."
Coors did research on Latino preferences and found that they were partial to flavored drinks.
And when Nielsen data showed that Latino males ages 21-27 drink 20% more than general market beer drinkers, true opportunity was born.
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