Coors new ad campaign speaks directly to Hispanics - industria de las bebidas alcohólicas - TT: alcoholic beverage industry

Hispanic Times Magazine, May-June, 1997

Coors Brewing Company -- recognized as one of the "Corporate 75" (U.S. companies that provide the most opportunities for people of Hispanic origin) -- has unveiled an innovative television advertising campaign -- which features an Hispanic Coors executive speaking directly to the Hispanic community.

The 30-second T.V. spots, all in Spanish, highlight facts about Coors Beer and the subjects of heritage, tradition and product quality, and features Hugo Patino, the company's vice-president of Research and Development, along with CEO Peter Coors.

Patino, born in Monterrey, Mexico, has been with Coors since 1984. He holds a bachelor's degree in chemical engineering from the Monterrey Institute of Technology in Mexico, and a master's and doctorate in chemical engineering from the University of Waterloo in Canada. He is a member of a Mexican family with three proud generations of brewing history. His father was a sales director for a Monterry brewery, and his grandfather owned one of the brewery's first distributorships.

"We wanted to speak directly to the Hispanic consumer in a highly credible way," said Paul Mendieta, director of Ethnic Marketing for Coors. "Hugo Patino was a perfect choice for the ads. He holds the key top brewing position at Coors, and through his cultural background and family history, lends a presence to these ads that should play with our Hispanic consumers." The new ads complement the company's highly successful "Family of Brands" ad campaign.

"It was an honor and a joy to do these ads," said Patino. "Innovation and diversity are key business philosophies at Coors. The ads provide Coors a truly innovative vehicle to reach, and hopefully expand, our valuable Hispanic consumer base". As a Hispanic who understands the culture, and as a brewer who understands beer, it is a distinct cultural and business honor to be the Coors voice to Hispanic consumers."

Hugo Patino, vicepresidente de Investigacion y Desarrollo, es responsable de todos los maestros cerveceros de Coors Brewing Company. Tambien es responsable del proceso de elaboracion de cerveza, paneles degustativos e investigacion sensorial, control de calidad, labaratorios de analisis quimico, e ingredientes para la elaboracion de cerveza a nivel nacional e internacional.