Why Trust Is the Next Battleground in Alcohol Marketing

81% of American drinkers say trust plays a role in how often they consume alcohol. But for brands hoping to grow with multicultural consumers, building trust goes far beyond product quality or price—it requires cultural relevance, shared values, and authenticity.

Trust Is a Growth Multiplier

For multicultural segments—especially Hispanic, Black, Asian, and Gen Z Americans—trust is not just a nice-to-have, it’s a powerful growth driver. These groups are younger, more brand-conscious, and disproportionately influential in the alcohol space. But their expectations are high: they’re seeking more than just a beverage—they want brands that understand their heritage, respect their values, and support their communities.

Consumers Are Ready to Rethink Their Preferences

When trust is in place, consumers are significantly more likely to try new drinks or switch from a competitor. In our research, multicultural Americans expressed stronger openness to changing what they drink compared to White consumers. This is particularly true among Hispanic and Gen Z segments, who are actively reshaping the alcohol landscape.

One Size Doesn’t Build Trust

Different segments define trust in different ways:

• Hispanic consumers look for cultural cues and celebrations of heritage.
• Black consumers value social consciousness and brands that uplift their communities.
• Asian consumers prioritize clean ingredients and sustainability.
• Gen Z demands transparency and brands that stand for something.

Alcohol marketers who lean into these differences with intention—not stereotypes—stand to build lasting brand equity.

It’s About Connection, Not Just Consumption

Across segments, emotional resonance is key. Celebrating tradition, offering unique experiences, and showing up with real community investment can go further than any marketing slogan. But doing this effectively requires data, nuance, and deep cultural fluency.

Get a closer look at how multicultural consumers define trust—and how leading alcohol brands are adapting their strategies to grow.