Baristas Coffee Targets US Hispanics

Baristas Coffee Company announced that it has expanded its advertising to target US Hispanic-Americans with Spanish TV spots on Telemundo, Galavision, Fox Deportes, CNN Espanol, ESPN Deportes, and Spanish speaking radio stations. The Spanish speaking advertisements focus on Baristas White Coffee single serve cups compatible with the Keurig 2.0 brewing system. TV and radio commercial production is currently underway and the advertisements are expected to begin running following the 4th of July.

Based on research from the National Coffee Association (NCA), coffee consumption is stronger among Hispanic Americans than non-Hispanics. Hispanic Americans appear to drink more premium coffee types than non-Hispanics (46% drink gourmet coffee beverages daily versus 29% of non-Hispanics). Also, daily espresso consumption is higher among Hispanics (32% versus 11%).

Barry Henthorn CEO stated: “The Spanish speaking Hispanic population has previously been ignored by Baristas marketing efforts. The data is undeniably compelling supporting Baristas premium coffee has a place in the daily lives of Hispanic-Americans. We expect to be able to differentiate Baristas among other US brands by catering a segment of our advertising specifically to this increasingly valuable consumer segment.”

 

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