Southern Glazer’s Uses Data to Help Suppliers Tap into Multicultural Demo

Southern Glazer’s Wine & Spirits has announced that’s its Multicultural Center of Excellence has created a suite of proprietary data insights tools to help its suppliers and customers identify brand building and sales opportunities among multicultural consumers.

There are over 120 million multicultural Americans and they are a significant growth segment of the U.S.’s legal drinking age population, the company says. Southern Glazer’s multicultural marketing team is leveraging its reporting capabilities and data set to create custom analytics reports to tap into this consumer category, including identifying multicultural channel preferences, demographic profiles, account performance, and route-to-market analysis.

As a result, the company believes it can increase visibility into trends and opportunities and help suppliers better plan and execute programming with national and regional retail chains.


“Multicultural consumers represent more than $3.2 trillion in overall buying power and 26 percent of the beverage alcohol market,” says April Alejandro, VP, multicultural marketing and business development, Southern Glazer’s. “Our Center of Excellence assess how population shifts, consumption trends and cultural influence are not only changing adult beverage category dynamics, but how can we best build business opportunities. This consumer segment is expected to continue to grow exponentially over the next decade and we can strategically identify distinctions in multicultural consumer beverage alcohol preferences and purchasing patterns to cultivate new business opportunities for our suppliers and customers.”


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