Talk of the Region: July

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Marketers Tap Growing Latino Market
According to the National Center for Education Statistics, Sacramento State is among the top universities in the United States awarding degrees to Hispanic students, ranking 39th in conferring bachelor’s degrees and 66th in awarding master’s degrees.
    Savvy marketers are keeping tabs. California’s wine industry, for example, is tapping into the Latino demographic by printing wine labels in Spanish, offering bilingual winery tours and sponsoring supermarket wine promotions and Latino cultural events.
    Sandra Gonzalez, president of Vino con Vida Communications in Sacramento, does a Napa Valley food and wine radio show in Spanish and English. But, she says, “You don’t need a specific product aimed at Latinos or Latino wine drinkers. You just need to be inclusive, not exclusive, in your ethnic marketing.”
    Gonzalez considers wines produced specifically for Latinos unnecessary. “We’re already part of the wine industry,” she says. “We have been for 500 years. Wine growing started in Mexico and the Americas, so it’s already a part of our history and culture.”
    Her advice to manufacturers and marketers: “Be inclusive. Support the community and include it as part of your overall program,” she counsels.
   
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