There’s a new slate of ads for Corona Beer targetting Latinos all over the U.S. The tagline is “Nuestro Orgullo. Nuestra Cerveza.”
Alcohol advertisers have notoriously targetted minority populations to push their product. In fact, minority children are bombarded with messages from the alcohol industry at a very young age. When you drive through Latino neighborhoods, you are more likely to see billboards for tequila, beer, or rum in close proximity to homes, schools, and public parks, whereas in more affluent areas, you are less likely to see this kind of advertising anywhere. The National Latino Council on Alcohol and Tabacco Prevention reports that Latinos come in second highest in use of alcohol, binge drinking, and heavy alcohol use.
Given these sobering statistics and realities in our communities, should we support liquor companies that try to equate their products with our pride? And to further expand upon this, wouldn’t it be interesting to see which Latino politicians receive funding from the alcohol industry? One of the sponsors of this year’s National Council of La Raza Conference in San Diego is Miller Brewing Company. Miller probably wants to protect its investment in the Latino community, but does the largest Latino rights advocacy organization need the money that bad?