Miller Brewing Company launched Miller Chill in test markets last month to capitalize on the growing cultural trend of “Latinization.” Latinization means the growing popularity of Hispanic cuisine, music, fashion etc. in the cultural mainstream. In many instances, it is reshaping popular culture. Think of the growing popularity of Latin themed items. Also known unofficially to us Latinos as the “browning” of America.

An Associated Press story takes a look at how the trend of Latinization has been influencing what goes on grocery store shelves:

“Companies have found that Latin-inspired foods not only resonate with Hispanics — at 14 percent of the population now the nation’s largest minority — but they also make a splash with non-Hispanic consumers ever on the prowl for new flavors.”

“Latin flavors are hot, and they’re hot across all market segments,” says Bill Briwa, an instructor at the Culinary Institute of America who notes that the rise of Hispanic flavors has been sudden and fast. A decade ago, chipotle was virtually unknown in the mainstream.”

A TV ad campaign with the slogan “Se habla Chill” will air in test markets. Packaging includes lime-green bottles with green and silver designs using an Aztec sensibility with the word “Chill” in black and “Chelada style” beneath.

The move is seen as bold. “Beer companies have been pretty good at staying in their own lanes–letting Mexican beers handle Mexicans while the Midwestern beers handle the general market,” said David Allan, professor of marketing at St. Joseph’s University, Philadelphia. “The fact that they are stepping over the line, so to speak, and going into other people’s lanes is a pretty bold move.”

Allan questioned whether Miller is the best equipped to go after the Latino market.

“In the laws of marketing, being first wins and they’re not the first in that category,” he said. “It does appear to be a little bit out of character, a little late. But, in the end, the demographic will decide.”

The Latinization of American culture has sped up, Allan noted, with dance-based movies being released almost annually. “There’s a strong interest in Latin dancing and probably in Latin culture as well.” The big problem here is that none of the communication has been slated for Spanish language production. Could it be because this product is anything but authentic and they are afraid of the reaction. Probably. The site is developed in an intentional “Spanglish” but I believe it quite derogatory as I would hate for all of America to think we all speak and write that way. Check it out at http://www.millerchill.com.

Enjoy the launch TV spots below…

Personally, I don’t see it as a huge risk for Miller. After all, there are many successful brands with Hispanic flavored lines. I mean, Salsa is the new Ketchup isn’t it?

See my other posting about the demand for Hispanic flavors.

- Written by Miamiadguy