Last month, for instance, Miller Brewing Company entered a $100 million, three-year contract with Univision Communications, the largest Spanish-language broadcaster in the United States. In addition, Heineken USA will take over the sales, distribution and marketing of five Mexican brands from brewer Fomento Economico Mexicano on Jan. 1.

Hispanics are the fastest-growing demographic group in the United States. Since Hispanics tend to be younger than the general population, they are attractive to the beer industry, because people aged 21 to 34 drink more beer and have less brand loyalty than older people.

"The Hispanic, specifically the Mexican, component of the beer market is huge, and going to get huger," said Steve Davis, senior vice president for marketing at Heineken USA in White Plains, N.Y.

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