November 19, 2024

How wine marketers can reach multicultural consumers

The buying power of Black, Hispanic and Asian American consumers is growing rapidly, with the latter expected to have more than $1.6 trillion in spending power, yet “we are often the lowest priority when it comes to marketing dollars,” says Genny Hom-Franzen, 3AF executive director. 

To address this, brands should embrace cultural heritage, collaborate with diverse influencers and use inclusive language and imagery, experts say. 3AF Board member and former wine educator Jack Schwarz notes, “Should wineries make a special effort to reach out to Asian communities in their languages, they will be rewarded with an exceptional level of response.”Full Story: Wine Industry Advisor (10/7) 

Diverse creators help Garnier boost social media presence

Alex Wang guided Garnier Whole Blends to 12 months of growth for the first time since 2018 by integrating diverse creators and self-produced content, enhancing engagement through targeted social media spending. Wang, who became Maybelline New York’s brand marketing director this March, also established a partnership between Garnier and Gold House to highlight Asian American and Pacific Islander talent.Full Story: Ad Age (tiered subscription model) (10/21) 

Read the November 2024 Brief: Asian American Advertising News | November 2024