Almost 40 million Spanish-speakers live in the US today, and that number will rise to fifty million by 2015. One third of today’s Hispanic population uses the internet frequently, and the number will rise logarithmically in the future… so why wouldn’t the wine industry, with its growing emphasis on web-based selling and promotion, pursue this segment aggressively? Yet, less than one per cent of U.S. websites offer information in Spanish, and the track record in the wine industry is worse than that. These facts should be an eye-opener to wineries and retailers!
To get ahead of the competitive marketing curve, it makes sense to invest marketing thought, time and dollars into this market so you don’t lose possible sales.
Businesses in the wine industry should recognize that incorporating Spanish into their websites, or better yet, creating a “twin” Spanish-speaking website that mirrors its English language website, will not only increase their sales within U.S. Hispanic consumers, but with other Spanish speakers around the world.
Create Distinct but Related Messages
The variety of cultural and socioeconomic segments within the Spanish market means that the market is not homogenous. This requires that businesses in the wine industry create distinct but related messages to these groups in order for their marketing to be effective. Furthermore, wines that themselves have Spanish or South American roots should logically be marketed in the language of their origin.
Today, 400 million people speak Spanish worldwide. In the next decade the U.S. Hispanic market will be a $1.5 trillion market. Because of the perceived luxuriousness of wine as a retail product (even though for some of us wine is a dinner-table necessity) the wine business has always had an extra challenge in its effort to compete for the Hispanic population’s dollar.
Language-friendly advertising is crucial to overcome consumer resistance.
Today’s current economic environment is creating opportunities for smart winery marketers to get ahead of the curve. NOW is the right time to take advantage of this expanding market. Doing that is not only smart, but necessary.
GUEST BLOGGER Sofia Echeverria K, born in Guatemala, attended Central America's most presitgious college, Universidad Francisco Marroquin, to study law, following in the professional path of her mother, grandmother, aunt and cousins. She finished her studies cum-laude at University of San Francisco in San Francisco, CA., majoring in economics, and entered the social media/marketing business as a designer of customer loyalty programs for a millenial-oriented web-based company. As a consultant, she provides services to wineries, retailers, and service-based companies to assure that their approach to the Hispanic market is correctly targeted and correctly written. Contact her at sofia.keck (at) sellitinspanish.com