Marketing wine to multi-cultural America

Wines & Vines, Jan, 2003 by Sandra Gonzalez

Another interesting fact is that the dollar amount Latinos spend on food for home use still exceeds both Anglo and African-American purchases, regardless of income and total annual expenditure level. Fresh meats, poultry, fish and eggs are staple food purchases for both Larinos and African-Americans. Again these surpass purchases made by Anglo consumers. The connection between at-home food purchases, particularly meats, can help wine marketers promote their portfolios. Pedro Mascaro of Headquarters Advertising, a San Francisco agency that specializes in Hispanic advertising, states, "Wine with at-home food purchases is the key combination for wineries looking to present a clear message ethnic groups will understand."

Food As A Cultural Communication Tool

Two extraordinary events occurred the week of Nov. 3, 2002. In one week Latino foods were on center stage of the retail and culinary world. The first Hispanic food and beverage show, Expo Comida Latina, was held at the Los Angeles Convention Center, Nov. 3-5. Later that same week the Culinary Institute of America, Greystone in Napa Valley hosted Worlds of Flavor International Conference and Festival: Traditions of Spanish and Latin Flavors. For wineries, it was an opportunity to meet potential marketing partners targeting Latino consumers and explore how wines may be matched with traditional and "nuevo" Latino foods. Though Wines of Spain and Wines from Mexico were represented at the conferences, there was no program or exhibitor presence of U.S. wines at either event.

At the CIA conference, chaired by Rick Bayless, chef-owner of Chicago's Frontera Grill and Topolobampo, more than 40 top culinary authorities from Spain, Mexico, Peru, Ecuador, Brazil, Chile, the UK and the U.S. explored historical and cultural connections between the Americas and Europe. When asked if the current Latin flavors craze would wane, Bayless answered, "As immigration continues to the U.S. from Latin countries, you will see growth of Latin restaurants and influence of Latin flavors in American culture."

Culture and family are a primary factor for food-focused celebrations. Ramona Gonzalez, owner of Casa Gonzalez, a bridal boutique in Lodi, Calif. with a primarily Latino clientele, states, "Latino customers know the importance of celebrating with family and they make sure their weekly gatherings and once-in-a-lifetime celebrations reflect that tradition. Special foods are prepared to strengthen cultural ties between generations." This observation is cited in the International Dairy, Deli and Bakery Association's "The Hispanic Consumer" 2000 report, which found that 79% of Latinos believe it is important to celebrate holidays and cultural events related to Hispanic heritage and 83% prepare traditional Latino foods for holidays like Christmas.

Food and culture can be a key factor to wine education among Latinos, and can be applied to Asian-Americans and African-Americans as well. According to Bill Imada, chairman of 1W Group, a leading Asian-American advertising agency, "It is important for (the wine industry) to be a bit more aggressive when it comes to helping Asian-American consumers match wines with food. Asian consumers want to know what wines complement the foods they enjoy."