The Chicago area’s Latino population is becoming an increasingly vital contributor to the local economy, disputing a perception that Latinos tend to take more than they contribute to society, a new report claims.

And with the Latino population expected to provide 25 percent of the Chicago metropolitan area’s total workforce by 2015, the city’s future prosperity may well hinge on whether Latinos thrive, according to the University of Notre Dame’s Institute for Latino Studies report titled “The State of Latino Chicago 2010: The New Equation.”

“In economically trying times, with many looking for a scapegoat for our region’s fiscal woes, the Institute for Latino Studies once and for all refutes the notion that Latinos are socio-economic drains,” said Sylvia Puente, executive director of the Chicago-based Latino Policy Forum. “Investing in Latinos offers a sound return on investment, helping shape our strong, shared future as a region.”

The report — based on the most recently available U.S. Census data as well as local, state and federal reports for the city, Cook and the collar counties — is set to be released Wednesday.

Against a backdrop of a country divided and confused over immigration policy, the report’s authors set out to find out just how much Latinos contribute to the local economy — and take from local government coffers.

“I was suspecting that Latinos were actually costing more than what they were contributing, and they were not,” said the report’s lead author, Prof. Juan Carlos Guzman. READ MORE

McLeod Mortuary in Escondido, Calif., not far from the U.S.-Mexico border, recently became more Latino-friendly by changing its name to Funeria Del Angel after more than 80 years in the funeral and cremation business.

Beaner Coffee, with 77 stores in Michigan and eight other states, changed its name to Biggby Coffee to avoid offending people of Mexican descent.

And officials renamed Sí TV, an English-language cable channel for Latinos, earlier this year in an attempt to lure bi-cultural Latino viewers.

Throughout the nation, businesses are taking notice of the inevitable: a growing Latino market that is complex, multi-cultural and that -- despite varying levels of education and buying power -- is impressive because of its sheer size and growth potential.

"A market of 50 million people is hard to ignore," said Patricio Navia, a political science professor at New York University. "It makes a lot of sense for businesses to design strategies to gain entry to this market. At the same time, the increase in Latinos has a cost. The Latino population tends to have lower education levels than whites, and their average income tends to be lower."

In Southern California, McLeod Mortuary could not ignore the city's current demographics.

"We wanted to cater more to the Latino community because this is a funeral home more of the Latino population frequents," said Jessica McDunn, spokeswoman for Service Cooperation International, which owns and operates the funeral home. "It made sense."

Escondido is largely Hispanic. According to the San Diego Association of Governments, Latinos account for 46 percent of the city's population, or the second-largest ethnic group. Non-Hispanic whites represent 44 percent of the population.

When customers call the funeral home, they are greeted with the message, "Funeraria Del Angel, how can we help you?" -- but the business also has Spanish-speaking associates.

"Our firm is working very hard to make sure we can communicate with our community members in their preferred language and we are staffing ourselves effectively," McDunn said. READ MORE

If the presidential election were today, Latino voters would support President Obama over his GOP opponent -- whomever that may be -- by a wide two-to-one margin, according to a new Univision/Latino Decisions poll.

Still, the poll suggests there's an opening for Republicans to make inroads with Latinos, a voting bloc that's increasing in importance. Latinos are still largely unfamiliar with the Republican candidates -- for instance, more than half said they don't know enough about Herman Cain to offer an opinion about him. Meanwhile, Latinos, like other Democratic constituencies, are less excited this year about supporting the president. Still, hardline anti-immigration rhetoric appears to be holding back Latino support for Republicans.

Mr. Obama tops Mitt Romney, Rick Perry and Herman Cain by two-to-one margins, according to the poll, conducted nationally from October 21 to November 1. Two polls were conducted, one of all registered voters and another of Latino registered voters, and the margin of error for both is 3.1 percent. The head-to-head match ups mirror the 2008 election, when Mr. Obama won two-thirds of the Latino vote.

Texas Gov. Rick Perry is the best-known Republican candidate among Latinos, but he also has the worst gap in his favorability ratings, with 42 percent saying they have an unfavorable opinion of him and 21 percent saying they have a favorable opinion. READ MORE

The New Futuro Summit presented by Allstate is planned to be the largest one-day college-prep fair in the Midwest. Parents and students will learn how to prepare, apply and pay for college while avoiding the mistakes that may hurt their chances for success. The summit includes bilingual representatives from over 50 organizations, 30 bilingual workshops throughout the day with topics such as “Paying for College” by ISAC-College Illinois, “Your Roadmap to College” by New Futuro and “Navigating College” by University of Illinois at Chicago, plus a chance a to win $4,500 Allstate scholarship and much more.

WHO:
Latino families (parents & students) - Over 6,000 attendees expected

WHAT:
New Futuro "Road to College" Workshop presented by Allstate

WHEN:
Saturday, November 12 from 10:00 a.m. to 6:00 p.m.
11:00 a.m. - Live TV Town Hall broadcast with Univision
12:30 p.m. – Estimated time of arrival for Governor Pat Quinn – agenda still TBD
1:00 p.m. - “From the Barrio to the Board Room” - Robert Renteria, renowned author and Latino hero, will guide you to achieve your education and career dreams.
2:00 p.m. - Live Performances from Ballet Folklórico Revolución and Africaribe.
3:00 p.m. - “Plan to Win” - Marlene Gonzalez, expert life coach and Latina Hero, will help you use the power of education in your personal life plan to success.
4:15 p.m. - Co-founders Peter Wilkins and Marty Castro, among others, will be available for interviews with the press.
4:45 p.m. - Allstate Scholarship Award Presentation
5:00 p.m. - Headline Performance from Sones de México

COST:
All activities are FREE!
For more information, visit newfuturo.com/free-event

WHERE:
UIC Forum (University of Illinois Chicago), 725 W. Roosevelt Rd., Chicago, 60607

CONTACT:
Ixta Gerard
773-543-0652
email: ixta@sayhitopaco.com

In my experience working with Fortune 500 companies, I have found 10 reasons why management teams fail to capture a significant share of Hispanic consumers.

1. There is no company-wide alignment on making the Hispanic market a strategic initiative

Halfhearted efforts result in failure because they lack the rigor and discipline applied to every other aspect of the company’s business. For example, when entering an emerging market for the first time, a company conducts qualitative research to uncover customer insights that leads to innovative new products and services, followed by quantitative research to confirm, clarify and measure results.

This is routine practice when deploying a high impact go-to market strategy in an emerging market, yet many U.S. companies today cannot get their minds around an emerging market within their own borders.

2. Companies fail to allocate a minimum level of resources including budgets, people and time

Making this a “nice to have” budget item won’t work.

3. Companies fail to treat Hispanics as a true emerging market

Many Fortune 500 multinationals have invested wisely in pursuing business in Brazil, Russia, India, and China – markets with large populations, growing economies and consumers starving for western products and services. Yet they ignore the U.S. Hispanic market, which will soon become one of the 10 largest economies in the world.

According to the U.S. Census, Hispanic purchasing power will exceed $1.5 trillion by 2015 – only nine economies in the world are larger. If Hispanic-America were a nation, it would be a member of the G-20. In fact, Hispanic-America's purchasing power per capita (at $20, 400) exceeds that of each of the four BRIC countries – Russia ($15,900), Brazil (10,800), China ($7,600) and India ($3,500).

That is an emerging market worth pursuing. READ MORE

The National Latina Institute for Reproductive Health (NLIRH) has named Jessica González-Rojas as the organization’s new Executive Director.

González-Rojas has been a leader in progressive movements for 15 years and has been a prominent national voice in the reproductive health and rights movement for five years, most recently as NLIRH’s deputy director. She has played a pivotal role in establishing the organization as a leading voice for Latinas in national policy discussions at the White House, on Capitol Hill and in target states, and in spearheading groundbreaking research on the Latina experience. She has forged new partnerships with allied movements such as immigration, sexual health and rights, and lesbian, gay, bisexual and transgender (LGBT) liberation.

“We are thrilled to have Jessica Gonzålez-Rojas serve as our Executive Director", said Berta Colón, NLIRH Board Chair. "Jessica is a strong leader with a proven track record and deep understanding of reproductive justice issues. She will, without doubt, ensure that Latinas' voices are heard loud and clear in the halls of statehouses, in the White House and on Capitol Hill, and in communities nationwide.”

As the Latina population has surged in the United States, NLIRH has built a national network of Latinas who are engaged, mobilized, and ready to take action on pressing reproductive health and justice issues. The organization hosts the most-read national blog on Latina reproductive health issues, Nuestra Vida/Nuestra Voz, and produces the informative Latina reproductive health e-alert, Instantes, that brings national and state policy and social concerns to thousands of supporters nationwide. The organization is the most prolific media voice about Latinas and sexual health. Increasingly, NLIRH has spearheaded social media initiatives in response to the growing online communication preferences among Latino/as, including hosting a robust annual Latina Week of Action that most recently featured a blog carnival with prominent contributors such as Health and Human Services Secretary Kathleen Sebelius.

"Latinas' health and rights have been particularly under fire in recent years, with families torn apart, safety nets eroding, rigorous scapegoating campaigns, and tenuous access to healthcare. At the same time we are growing in numbers, we are organized, and now is the time for Latinas' voices, perspectives and experiences to take center stage," said Jessica Gonzålez-Rojas. "I am thrilled to be in a position to work hand in hand with Latinas and our allies nationwide at this critical moment in the community to raise our voices for dignity, justice, and health".

González-Rojas is a regular presence in national and local media outlets. She was honored by El Diario/La Prensa, the nation’s oldest and largest Spanish-language newspaper in the United States, as one of 2009’s “Mujeres Destacadas” (Women of Honor). She is a regular contributor to El Diario/La Prensa on pressing reproductive health issues in the Latina community, as well as a regular media voice in local and national outlets such as National Public Radio, the Brian Lehrer Show (WNYC-FM), the Boston Globe and the New York Times. READ MORE

In the history of Hollywood, is America Ferrera the only young actress to have launched a successful career by hitching herself to the word “ugly”?

A 27-year-old Californian actress with no formal training, Ferrera made her name as the star of Ugly Betty, the hit American television comedy series which followed her frumpy character’s unlikely rise at a New York fashion magazine. It ran for four years and won her a Screen Actors Guild award, an Emmy and a Golden Globe.

Ferrera, who took her first acting jobs while reading International Relations at the University of Southern California, had already tackled the issue of body image as Ana Garcia, a Mexican-American girl rebelling against an overbearing, weight-obsessed mother in the 2002 film Real Women Have Curves. She was only 17 when she landed the role, and her performance won her the Special Jury Prize at the Sundance Film Festival in 2002.

“I don’t think I meant to challenge an industry as a whole,” she says, sitting in the empty auditorium at New York’s Ambassador Theatre where she is rehearsing for her new role, as murderous showgirl Roxie Hart in the London production of Chicago. “I didn’t see any fear in playing Betty.” READ MORE

Latinos are the fastest-growing student population in America and a new effort is now focused on leveraging the critical connection between their educational attainment and the future of our national economy. Today, Lumina Foundation launches a collaborative partnership designed to strengthen ventures in key metropolitan areas that show promise in improving the postsecondary attainment of Latino students.

Under the project, Lumina will provide a total of $7.2 million over a four-year period to 12 partnerships in 10 states with significant and growing Latino populations. The partnerships will leverage community leaders across key policy, education, business and nonprofit sectors to build, implement and sustain successful “place-based efforts” that capitalize on their local talents and ingenuity.

“The Latino success project is the culmination of nearly two years of planning and engagement with many foundations and national leaders in the Latino community,” said Lumina President and CEO Jamie Merisotis. “Through these partnerships, we aim to build bridges among leadership groups already working to improve Latino college student success.” READ MORE

As part of its commitment to the Hispanic community, Unilever proudly continues its partnership with local independent retailers in Southern California and the Southern California Youth Soccer Organization (SCYSO) to help promote a healthier lifestyle among under-served youth by introducing the Disfruta de la Pasion de la Vida (Enjoy Life's Passion) program.

The Disfruta de la Pasion de la Vida program runs through December 20th, 2011 at participating local independent retailers throughout Los Angeles, which include a series of outdoor events, where the local Hispanic community will have the opportunity to play an interactive soccer game and participate in a mini-spa booth promoting well being and balance.

Additionally, attendees can sample recipes made from Unilever food brands including Knorr(R), Ragu(R), Country Crock(R) and Best Foods(R) and will receive free educational booklets to take home with health tips and coupons from Unilever beauty products including: AXE(R), Degree(R), Dove(R), Popsicle(R) and Suave(R).

Unilever will make a total donation of $45,000 to the Southern California Youth Soccer Organization (SCYSO), a league that promotes physical activity, and provides life-enriching skills beyond soccer to under-served Latino youth, as well as programs and services that support emotional and social development

"Through the sport of soccer, we not only engage kids in exercising but provide off-the-field support and programming, addressing different areas of their life," said SCYSO Executive Director Joe Supe. "Unilever's campaign really fits in with our mission to help our youth achieve an overall healthy lifestyle." READ MORE

You don't have to be Hispanic to enjoy a little lime in your mayonnaise.

But that's one manufacturer's attempt - Kraft, as it happens - to appeal to Hispanic consumers. And it's working.

"In Mexico, base mayo has lime juice in it, and often, Hispanics add even more lime juice themselves," notes Karmen Conrad, a senior brand manager at Kraft Foods. "We wanted to offer an authentic mayonesa to the Hispanic population in the U.S."

For the first time, nearly half of Kraft Mayo's advertising is targeted toward the Hispanic community.

Today, more than ever, Hispanics are the buyers to court - Latina moms, in particular.

Hispanics make up 38 percent of the population in Texas, according to the 2010 U.S. Census. Nationwide, Hispanics account for more than half the total U.S. population growth since 2000.

The median age of Hispanics in the U.S. is 27, notes Felipe Korzenny, founder of the Center for Hispanic Marketing Communication at Florida State University. "Because the market is young, many Hispanics are still acquiring brand loyalties," he says. "It's a good opportunity for marketers to establish themselves while consumers are beginning to understand what they want."

Product positioning doesn't have to include imagery that looks Hispanic - that's the misconception many American marketers have, Korzenny notes.

"It's not the external imagery or physical imagery that is the most powerful," he says, "but the understanding of an idea that is dear to the culture." READ MORE

Latinos in the United States have been betting on the numbers – their numbers.

In the last three decades, I've heard politicos, academics, activists and others boast that a swelling population would eventually bring the Latino community power and respect.

They include President Barack Obama, who just last month told a group of Latino online journalists gathered at the White House that he was confident that he'd see a competitive Hispanic candidate running for president during his lifetime.

"Just look at the demographics," Obama said. "With numbers comes political power."

Not necessarily, Mr. President.

The assumption has been that, at some point, the Latino population would become so large and its influence on everything from business to sports to food to pop culture would be so profound that it would be impossible to ignore.

However, Latinos have learned that – given a continued scarcity in law, business, media, academia, publishing, entertainment and other professions – nothing is impossible. If someone wants to ignore you, they will. And in a country that still defines racial and ethnic relations in terms of black and white, those who fit into neither category are often ignored.

In the case of Latinos, this is no easy trick. The 2010 census revealed that there are 50 million Latinos living in the United States, spread throughout all 50 states. They constitute 16 percent of the U.S. population and account for more than half of the growth of the country's total population over the last 10 years. READ MORE

San Antonian Diana Rodriguez Ruthben is in a makeup conundrum. She loves wearing colorful eye shadow but also craves the smoky-eye look. And then there are her lips. When should she wear a vibrant red - a favorite - instead of the spicy coral that has become her go-to lipstick?

As the newlywed sits in a chair at Dillard's North Star Mall, Rodolfo Arciga and Honorina Sartena, top makeup artists for Estée Lauder, hover over the former nurse's aide.

They dab on foundation, brush on blush and contour her cheeks with bronzer. Her eyelids are swathed in a bold blue-and-gray blend for a colorful, sexy look. On the lips, a neutral gloss. Eyebrows have been enhanced with waterproof mascara - the same mascara used to lengthen her eyelashes, which was wiped off a wand and brushed through the brows, adding thickness and definition.

Looking into a mirror, she exclaims, "I think it's fantastic. I normally would go to a drugstore and pick out whatever's on sale, whatever I find."

Arciga, who is based in Mexico City, was on a Texas tour last week, checking in with Latinas in San Antonio, Laredo and McAllen, exploring Latina makeup concerns and special needs, from oily skin to over-tweezed eyebrows. "Being from Mexico, I understand the Latin culture and its women," he said.

This is the first time that the makeup giant has reached out to the Latina customer with its "Fiesta de Color y Belleza" or "Ultimate Beauty Party." On hand were bilingual makeup artists, signage in English and Spanish, even a play area for children.

The company has also hired its first Latina spokesmodel, Joan Smalls of Puerto Rico. READ MORE

The U.S. Army today reaffirmed its commitment to helping more young Hispanics pursue careers in science, technology, engineering and mathematics (STEM) by announcing its sponsorship and attendance at the 2011 Society of Hispanic Professional Engineers' (SHPE) annual convention. The convention will be held from Oct. 26-30 in Anaheim, Calif.

The Army's partnership with SHPE is rooted in the organization's mutual commitment to increasing STEM literacy among students and to developing a highly skilled workforce. Ensuring a pipeline of STEM professionals from diverse backgrounds is seen as critical to the nation's economic growth, its continued leadership in high-tech industries and its national security.

A recent government report finds that while occupations in STEM are projected to grow by 17 percent through 2018, Hispanics remain underrepresented in these professions. The report, released by the U.S. Department of Commerce, Economics and Statistics Administration, indicates that only six percent of Hispanics in the U.S. hold STEM jobs. READ MORE

Members of the Latino community in Alabama closed their businesses and stayed away from work and school Wednesday to make a point about their contribution to Alabama’s economy. A closer look reveals it is a significant contribution, regardless of legal status.

Alabama’s unduly restrictive new illegal immigration law has prompted a backlash from many in the state’s Latino community, who rightly contend they are an important part of the state’s economy.
Latino-owned businesses closed their doors Wednesday, and many Latino workers and students stayed home in a show of solidarity against what is considered the nation’s strictest immigration law.

A three-judge federal panel temporarily blocked enforcement of parts of the law Friday, but most of the objectionable portions of the law that give police sweeping powers to detain people suspected of being in

Alabama illegally were left intact. The court will review the law in the coming months.
So, what of Latinos’ claims that their businesses and labor are an important part of the state’s economy?

A survey of information compiled by the Immigration Policy Center bears out their arguments. For example, unauthorized immigrants in Alabama paid $130.3 million in state and local taxes in 2010.

A breakdown of that number is:

•unauthorized immigrants paid $25.8 million in Alabama income taxes in 2010.
•unauthorized immigrants paid $5.8 million in Alabama property taxes.
•unauthorized immigrants paid $98.7 million in Alabama sales taxes.

Statistics compiled by the Pew Hispanic Center showed that unauthorized immigrants make up approximately 4.2 percent of the state’s workforce with 95,000 workers in 2010.
Most Latino business owners are legal residents, but many of them entered the country illegally years ago looking for work.

The new law is draining farms of their seasonal labor, and some farmers have said they will lose money this year because they can’t get all their crops out of the ground.

There’s a very human side to this story, as well.

Many undocumented immigrants’ children were born in the United States, which makes their children citizens. If the parents leave Alabama with their children and return to their native countries, then their children will be undocumented immigrants in their parents’ country.

The lawmakers who backed this law argue that the undocumented immigrants are robbing citizens of jobs. Maybe, or maybe not. Many of the jobs immigrants take are low-wage, labor intensive jobs that aren’t easy for employers to fill. The long-term effects of the law — if the courts don’t strike it down — remain to be seen.

Immigration policy is a matter for the federal government, and a law that makes sense is enforceable should drive the debate. READ MORE

Carat USA, the Aegis Group media shop, has completed a detailed new study of the Hispanic consumer segment and concluded that marketers are spending dollars against the sector in highly inefficient ways, due to continued reliance on old assumptions and outdated methods of communicating with the Latino population.

The new data has led Carat to conclude that 90% of Hispanic media budgets are targeting only 20% of the Latino population -- and are missing the opportunity to “drive significant business value among 80% of the Hispanic market.”

Among the major findings: a significant decrease in traditional word-of-mouth influence from friends and family. Just like the rest of the population, Hispanics have been empowered by the digital revolution and are highly engaged with digital and social content (such as online ratings, reviews, and blogs).

Digital information now influences the majority of Hispanic purchasing decisions, the agency research found. Previously, children had greater influence in purchases made by parents, and marketers have sought to tap into that persuasion factor. Today, however, 50% of U.S. Hispanic consumers say they no longer shop with their children, opening up a significant opportunity to market to individuals directly through social media channels, per the report.

Another key finding per the study: Impulse purchases and self-indulgence are rising as a mindset among U.S. Hispanics. Nearly 60% of the Latinos surveyed indicated they no longer wait for things to go on sale before purchasing them. And more than half of the respondents said they now make purchases to keep up with the latest fashions.

The green movement has not passed over Hispanic households; nearly 40% now make purchasing decisions based on whether they believe a product or service is environmentally friendly.

“Our research shows there is an immediate opportunity for marketers to maximize their media value and use their dollars more efficiently and effectively by embracing this tremendous cultural shift,” among Hispanics, the fastest growing population segment in the U.S., stated Doug Ray, president, Carat USA. “Advertisers can now tap into a more current set of passions and motivations, some of which are entirely different from those typically identified with Hispanic shoppers, even as recently as five years ago.” READ MORE

Latino activists said Monday they are planning a national "day of action" to protest President Barack Obama and demand an end to a controversial program involving local officials in immigration enforcement.

Actions are scheduled for Tuesday in 10 U.S. cities, including Atlanta, New York, Houston and San Francisco.

"Since signaling a new course in our immigration policy a few weeks ago, President Obama has continued his aggressive persecution, jailing, and deportation of hundreds of thousands of immigrants who he has labeled 'criminals' and whose lives are being destroyed through traffic violations and similar minor infractions," said Roberto Lovato of Presente.org, a Latino rights organization.

Protesters want an immediate end to Secure Communities, an Immigration and Customs Enforcement program that seeks to find unauthorized immigrants who have criminal records and deport them.

Federal officials have praised the program, arguing it allows authorities to catch criminals who would otherwise fall through the cracks. But critics say it results in the deportations of immigrants who are in the United States illegally but have no criminal arrest records. READ MORE

Tr3s: MTV, Musica y Mas, the bilingual/bicultural network for Latinos in the U.S., unveils a new comprehensive research study coined Death of the Hispanic Adult Demo as We Know It, as part of the brand's mission to continue providing insight on the rapidly growing Hispanic Millennial generation. Since 2007, Tr3s has been leading the market's knowledge bank on this segment, surveying nearly 10,000 Latinos 14-34 to date. The latest study reveals the implications of US-born Hispanics now dominating the 18-29 adult demographic, which are estimated to make up 65% of this demo by 2015, revolutionizing the Hispanic adult demo as we know it. Key findings were presented by Nancy Tellet, SVP of Research for Tr3s at the 2011 AHAA conference in Miami.

"This research helps us understand the massive changes taking place within the Hispanic adult segments, especially 18-34s, as US-born Hispanic Millennials begin to dominate the 18-29 segment," said Nancy Tellet, SVP of Research for Viacom International Media Networks. "We need to develop strategies that consider this demo, to better serve the Hispanic market and deliver results."

METHODOLOGY

The Death of the Hispanic Adult Demo as We Know It study reflects a comprehensive, hybrid approach to the methodology that includes traditional, non-traditional and social media techniques. Resources include national online surveys, texting and Facebook interaction, as well as local focus groups and in-home studies in Los Angeles, New York and Houston.

KEY FINDINGS

Hispanic Millennials respect parental authority, unlike many of their non-Hispanic Millennial counterparts. And they anticipate doing the same with their children (although maybe a little less strict).

Hispanic Millennials are living at home even longer: Large majorities of 2nd generation Hispanic Millennials live at home. A combination of the recession, the "American" delayed marriage and kids life-cycle mentality, and already having a tendency as young Hispanics to live at home longer is a recipe for a long extended stay at home... which includes collaborative sharing among many of the responsibilities and purchasing dynamics of the household. READ MORE

Any industry looking for major growth in the U.S. market can't ignore Latinos, who make up 16 percent of the U.S. population. As the Latino population grows, beer marketers are trying more nuanced ways of influencing this key segment.

"They love beer," says Jim Sabia, chief marketing officer for Crown Imports, which distributes Mexican beers including Corona and Modelo. "Hispanics are 19 percent more likely to purchase beer than the rest of U.S. consumers." On top of that, Hispanics will make up a large portion of the legal drinking-age population in the future.

Mexican brands would seem to have a leg up with the Latino market. But Bud Light is the No. 1 beer of choice. Corona is No. 2. For the most part, the way all of the brands have tried to reach Latinos is through Spanish TV and radio, sponsorships of Major League Soccer events and concerts.

Juan Tornoe — whose favorite Mexican beer is Pacifico — is a marketing consultant based in Austin, Texas. Originally from Guatemala, he has watched the beer industry court Latinos for years, with mixed success. He points to a Corona campaign from 2008 called "Nuestro orgullo. Nuestra cerveza," or "Our pride. Our beer." Tornoe says it backfired. READ MORE