MillerCoors develops inclusion plan for HispanicsSeptember 2009
One of the largest alcoholic beverage manufacturers in the US has pledged to increase economic opportunities for Hispanics through a joint five-year agreement with a Hispanic CSR association.
MillerCoors, partnering with the Hispanic Association on Corporate Responsibility (HACR), says it will employ more people of Hispanic descent in senior positions, and attempt to strengthen Hispanic inclusion in the areas where it operates.
The ‘economic partnership agreement’ will aim to increase the participation of Hispanics in leadership and workforce development, marketing and advertising, supplier diversity and community contributions.
The agreement is MillerCoors’ first CSR partnership since it was created from a joint venture between brewers Molson Coors and SABMiller in July 2008. Coors was a founding sponsor of the HACR in 1986.
Milwaukee, where MillerCoors is based and has a large brewery, has a 12 per cent Hispanic population. The company also has breweries in the two most Hispanic US states – California and Texas.
The company already employs specific Hispanic sales representatives and marketing companies to reach the Latino market.
The annual spending power of Hispanic consumers in the US is estimated at $1 trillion, or 9.6 per cent of the country’s gross domestic product.
The HACR says the move represents an acknowledgment of the increasing influence of Latinos in the US workplace and marketplace. The Hispanic population of the US now stands at 45 million, making it the largest minority group. The national unemployment rate of Hispanics is about 40 per cent greater than in the US population as a whole.
The HACR is a coalition of 13 national Hispanic organizations in the United States and Puerto Rico, and represents a Hispanic population of about 50 million in both territories.
Leo Kiely, MillerCoors’ chief executive, said he hoped the move would open up new markets and provide MillerCoors with a competitive advantage ‘that will not only strengthen our business but also strengthen the Hispanic community’.
MillerCoors is the second largest US beer company, accounting for nearly 30 per cent of US sales.
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