Diageo balances global and local in Latin America

Stephen Whiteside

Cracking the Latin American market has traditionally proved a daunting proposition for brands given the frequent occurrence of economic instability, stratified income rates and the wide variation in infrastructural development observable throughout the region. But according to Chris Copeland, marketing and innovation director for Latin America and Caribbean at alcoholic drinks group Diageo, several trends are at work which mean the area can no longer be ignored.

"The opportunity for our business in Latin America is exciting; each year it is estimated there are roughly ten million new consumers of legal drinking age in the region, coupled with a vast emerging middle class population, and the proportion of households rising out of poverty has increased significantly in the last five years," he said while speaking to Warc ahead of The Festival of Media LatAm, an event focused on the Latin American media industry, and taking place in Miami from September 25-27.