21+ Hispanic Holidays & Occasions: A Toast to Life
In Hispanic culture, celebration is a philosophy of living. Brands that understand how 21+ adults honor life through shared moments will show cultural fluency.
In Hispanic culture, celebration is more than an occasion — it’s a way of living. For 21+ Hispanic adults, everyday moments and milestone events alike are infused with meaning, connection, and tradition. For brands, understanding this mindset is key to building authentic relationships.
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59%
of 21+ Hispanics say they like to try liquor brands they haven’t tried before at friends’ and family’s homes.
Everyday Rituals, Deeper Meaning
Celebration isn’t reserved for big events. From family gatherings to casual get-togethers, alcohol often plays a role as a connector — turning even ordinary activities into shared experiences. The emphasis is less on the occasion itself, and more on the togetherness it fosters.
Download an excerpt of the report to explore how your brand can celebrate with purpose—and build loyalty by showing up where it matters most.
Premium Choices with Purpose
Premium beverages hold special significance, not just as a marker of luxury, but as symbols of respect, pride, and tradition. Choosing them is a way to honor guests and heritage — a reminder that quality and intention matter deeply in moments of celebration.
Tradition Meets Wellness
While health consciousness is rising, it hasn’t diminished the importance of celebration. Instead, it has reshaped how some Hispanic adults approach it, creating a balance between wellness and cultural traditions. Connection and gratitude remain at the center.
What This Means for Brands
For 21+ Hispanic consumers, alcohol is never just a drink — it’s part of a larger cultural story about family, identity, and belonging. Brands that understand this can move beyond surface-level relevance to become trusted participants in meaningful moments.
Our latest report highlights how Hispanic adults celebrate across holidays and occasions — from Día de los Muertos to Hispanic Heritage Month — and how brands can engage with cultural fluency.