The 32.4-million-strong Hispanic population in the United States is considered an untapped market by the liquor industry. In a recent marketing effort, Brown-Forman expanded its Jack Daniels outdoor and radio campaigns to include Southern California and Chicago, Ill., hoping to take advantage of Hispanics' buying power.

Earlier this year, Seagram Americas launched an Absolut print ad called "Absolut Miami" featuring Spanish text on the signature vodka bottle.

The spirits industry is following in the footsteps of beer companies, who began targeting the Hispanic market in 1997.

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