"Wine Industry Aims To Attract More Latinos"

I read this headline in the morning paper, and I thought, "well, they've been trying to do that for decades, usually by looking the other way when the question of citizenship papers is raised." But apparently that's not what they have in mind now:

Research shows wine consumption among Latinos has increased dramatically over the past five years -- much faster than for non-Latinos. The number of glasses of wine consumed by Hispanics per month climbed by nearly 50 percent between 2005 and 2010, while for non-Hispanics the increase was a more modest 16 percent, according to a study by consumer research firm Experian Simmons.

...Part of what's pushing the increase in consumption is sheer demographics. Hispanics accounted for more than half of the U.S. population increase over the last decade. The other factor: a socioeconomic and cultural shift among the more established Latino generations.

"As the tastes of the Latino consumers get to be a little more acculturated, as their palates change, as they become more affluent and educated, they are turning to wine," said John Hernandez, executive director of the Fresno-based Central California Hispanic Chamber of Commerce.

Hernandez, a third generation Mexican-American, sees fellow Latinos - who make up 50 percent of Fresno County's population - enjoying wine at dinner parties, networking events, wine tastings and family barbeques.

"We've gone from wine pickers to wine drinkers," Hernandez said.