Anheuser-Busch Increases Support for Latino Community by Forming New Latino Marketing Group

Anheuser-Busch Increases Support for Latino Community by Forming New Latino Marketing Group

Leading U.S. brewer outspends competition in local & national Latino media support


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ST. LOUIS, MO–(The Hispanic PR Monitor)–September, 2005–Reinforcing the company’s long-standing commitment to the Latino community, Anheuser-Busch has formed a new Latino marketing team, combining consumer marketing and community outreach for this important group of customers.

Leading the new team is Henry Dominguez, who has been promoted to vice president of Latino marketing, Anheuser-Busch, Inc., and also joins the company’s management committee. In his new role, Dominguez will be responsible for Anheuser-Busch’s Latino and Asian community outreach and Latino marketing efforts. Reporting to Dominguez is Jesus Rangel, vice president of sales development and community relations, and Juan Torres, director of Latino marketing.

Dominguez has been with Anheuser-Busch for 16 years, with increasingly responsible assignments in the company’s Field Sales, Geographic Marketing, and Industry & Government Affairs divisions, most recently as region vice president, Government Affairs. Dominguez reports to Marlene Coulis, Anheuser-Busch’s recently appointed vice president of brand management, the first woman and Latino in the company’s history to hold this position.

“I’m honored to lead this talented team in building even closer relationships with Latino consumers through marketing and community outreach programs,” Dominguez said. “Aligning our resources under one group will continue to strengthen our No. 1 position in the Latino community and speaks to the importance of the Latino market.”

Currently 11 percent of U.S. beer industry volume is made up of Latino consumers, and Latino beer drinkers account for 12 percent of Anheuser-Busch’s overall sales volume. Anheuser-Busch has the No. 1 and No. 2 beer brands in the Latino market, Bud Light and Budweiser. Anheuser-Busch’s market share in the Latino community is 48 percent*, compared to SABMiller’s 15 percent* share.

Anheuser-Busch continues to outspend competition in local and national Latino media support, focusing on national media that appeal to Latino lifestyles and local outlets that reach different Latino subcultures. In 2005, Anheuser-Busch will spend more than $31 million in local and national television, print and radio advertising in Latino markets, substantially more than its nearest competitor, SABMiller.

Key to Anheuser-Busch’s popularity among Latino consumers is the company’s commitment to developing programs and supporting events that are important to the culture. All of Anheuser-Busch’s Latino-themed advertising and promotional materials are developed with leading Latino-owned agencies. The company’s sports and music sponsorships include the Mexican National Soccer Team (Budweiser), the 2006 FIFA World Cup in Germany (Budweiser), Juanes (Bud Light), Carlos Vives (Budweiser) and Montez de Durango (Budweiser).

Anheuser-Busch’s support of the Latino community dates back more than a century. In addition to marketing and media programs, Anheuser-Busch currently supports approximately 400 community-based, local and national Latino organizations and special events with contributions totaling nearly $48 million during the past two decades. Anheuser-Busch focuses on those values that are important to Latinos, such as education, leadership development, economic empowerment, public advocacy, and arts and culture. In the past 22 years, Anheuser-Busch has helped raise more than $22 million to provide more than 18,000 college scholarships to deserving Latinos.

*IRI year-to-date for supermarkets through August 7, 2005

Anheuser-Busch Increases Support for Latino Community by Forming New Latino Marketing Group