Wine industry aims to attract more Latinos

May 27, 2011 - 2:14 AM

SQUAW VALLEY, Calif. (AP) — Research shows that wine consumption among Latinos has dramatically increased in the last few years, and wine makers are taking notice.

Part of what's pushing the increase in consumption is sheer demographics, with Hispanics accounting for more than half of the U.S. population increase over the last decade. Another factor is a cultural shift among the more established Latino generations.

Among the companies trying to reach more Hispanics is Beringer Vineyards in Napa Valley, Calif.

It's running Spanish-language television spots in Southern California. Beringer also has arranged sampling events and Spanish-language displays in Latino supermarkets and national chains with a large Hispanic customer base.

Company officials say the effort has been successful, and they're planning to expand it in California, then in Texas and New York.