Espolòn Tequila is the launch brand for the LatinX Private Marketplace (PMP), using its advertising and media plans to support LatinX journalism and content being launched by Mindshare, the global media agency network that’s part of WPP. The idea behind the LatinX PMP is to drive media investment dollars towards Hispanic and LatinX journalism, artists, and creators across the U.S. It is the third in a series of Inclusion PMPs that the agency has created to support underrepresented communities in journalism, following earlier PMPs dedicated to the LGBTQ and Black communities.
The LatinX and Hispanic community is one of the fastest growing groups in the U.S. They make up nearly 20% of the population1 and their buying power grew to $1.9 trillion in 2020.2 Yet this community receives only 6% of the ad industry’s spending3 and is significantly underrepresented in news media.4
“Espolòn Tequila is not only produced in Mexico, but the brand and the product is, at its heart, a tribute to Mexican history and culture,” says Bernadette Knight, Senior Category Marketing Director for Espolòn Tequila. “We’re always seeking out ways to support content and voices that are aligned to the brand’s heritage and values. But more than that, it’s important to lift up the voices of the Hispanic and LatinX community, not just during Hispanic Heritage Month, but year-round. We’re excited to be a launch partner for this PMP, and for the continued success we’ve had with the other Inclusion PMPs as well.”
The LatinX PMP is launching with 20 publishers across the U.S., spanning English and Spanish-speaking content. It’s focused on an inclusivity of voices across all generations of the Hispanic and LatinX community, spanning different countries, languages, and cultures.