4. Café Magazine: Mission
Inspire, Educate and Entertain
Café magazine will deliver culturally relevant content, generated for
Latinos living in the Chicago area.
It reflects the richness and duality of Chicago’s contemporary
Hispanic community.
Café inspires Chicago’s Hispanic community to live the richest life
possible, both at home and in the workplace; to relish the infinite
cultural offerings of our great city and suburbs; and to continually
learn about topics that matter to them, and their extended families.
Our editorial staff, composed of accomplished voices of our
community, engages readers in thoughtful dialogue regarding the
benefits and opportunities that come with living a bicultural lifestyle.
Café magazine – A Unique Platform To Reach
Chicago’s Young, Educated and Affluent Hispanic
Community
5. Diageo Purpose
CELEBRATING LIFE EVERY DAY,
EVERYWHERE RESPONSIBLY
6. Diageo Values
Freedom to Succeed Proud of what we do
Value each other
Passionate about
Be the Best
Consumers
7. Responsible Drinking
Leadership in
responsible drinking
Setting world-class Promoting a
Working with others
standards in shared
to combat
marketing, understanding of
alcohol misuse
promotion what responsible
and innovation drinking means
8. Celebrate the Future
CAFÉ MAGAZINE
= A Multi-Cultural
RETAILERS Platform
That will make a difference
Is the right thing to do
That we can all be proud of
Set all of us apart
DISTRIBUTOR DIAGEO
Sustainable / Long-lasting
9. Celebrate the Future: Vision
To build a long-term,
sustainable relationship
between Diageo brands and
the Hispanic community, to
help us …
Celebrate the Future
10. Celebrate the Future
Situation: Over the last few years our multi-cultural programming
has primarily focused on great events
Cuervoton
John Legend
Estamos Unidos
Mike Epps
Day of the Dead
Tanqueray Green Light Lounge
Taco Truck
Urban Entrepreneur Series
Crown Royal Barbershop
Baileys Beautyshop
Tanqueray Tiques
Smirnoff Movement Studio
11. Celebrate the Future
The Idea: Develop a “true” platform that serves as the umbrella
under which different brand programming can exist.
A platform that serves the community, is meaningful to
retailers and elevates Diageo in the multi-cultural arena.
How it Works: Diageo Celebrate the Future
- Educational platform focused against the Hispanic consumer
- Kick-off on March 1st and runs 6 months
- Presentation banquet in September
- (6) academic scholarships for higher education programs and
dollars available for vocational scholarships (bartending,
hospitality management, etc.).
- A specific brand ad will appear in Café Magazine in each of
the 6 months, along with a retailer interview. That brand will
be promoted at retail.
Celebrate the Future becomes the umbrella
12. Celebrate the Future
How it Works: Participating Brands:
March – JW Black Label (JW “Keep Walking” scholarship)
April – Tradicional (JCT “Live Notoriously Well” scholarship)
May – Don Julio (DJ “Legendary” scholarship)
June – Buchanan’s (BU “Leave a Lasting Mark” scholarship)
July – Baileys (Baileys “Cream of the Crop” scholarship)
August – Crown Royal (CR “Crown Worthy” scholarship)
Applicants submit application and short essay
5 member panel (Diageo, Café Magazine, 2 Retailer advisors,
distributor employee) review all nominees and choose recipients
All nominees must be at least 21 years old
Nominations can come from anywhere: employers, family, friends
Presentation banquet in September
13. Celebrate the Future: Key Benefits
Continue / expand our presence in the community
Engage retailers and consumers
Builds long-term, sustainable relationship
It’s the right thing to do and Diageo is doing it in
partnership with key retailers, distributor and Café
Magazine
23. Celebrate the Future: Vision
To build a long-term,
sustainable relationship
between Diageo brands and
the Hispanic community, to
help us …
Celebrate the Future
24. Celebrate the Future: Appendix
Hispanic population will triple in size
Acculturated Hispanic Facts
Chicago’s Hispanic market
Hispanics are driving overall population growth
25. Celebrate the Future: Appendix
Hispanic’s Will Triple In Size
…..population projections released by the Census
Bureau show the non-Hispanic white population,
estimated to be 200 million in 2008, will grow only
to 203 million by 2050. During the same period,
the Hispanic population will nearly triple to 133
million, almost a third of the projected U.S.
population of 439 million in 2050, due to both
births and continued Immigration.
> Chicago Tribune August 15th 2008
26. Celebrate the Future: Appendix
Acculturated Hispanic Facts
2nd and 3rd generation Hispanics, predominantly U.S. born and English
language dominant
Account for 55% of the U.S. Hispanic population, majority are between 20-59
years old
In the coming decades, the Hispanic market is projected to double to over
24% of the U.S. population
75% of that growth will come from U.S. born Hispanics, as opposed to immigrants
The Hispanic market is fragmenting and creating a large English dominant
(acculturated) segment
35% are 20-39 year olds
Despite 19-year age span, both 20-29 and 20-39 year old segments are forming
families
Purchase first home at a younger age than general population (30 yrs old vs.
34 yrs old for non-Hispanic White)
Have the highest household income among all Hispanics (in Chicago market,
median HHI $75k) Source Gallup
27. Celebrate the Future: Appendix
Chicago Hispanic Market
Over 446,000 Hispanic Households
Over 75% of DMA is Partially or Fully Acculturated
The average Hispanic has resided in Chicago for 16.2 years
1.8 million Hispanics (1 out of 4 Chicagoans)
$31.9 billion in Hispanic buying power
SOURCE: Census: 2006 American Community Survey
5th Largest DMA by Media Spending
“Chicago ranks third in the nation in the number of Latino residents, after
metro Los Angeles and New York. This means that if Chicago's Latinos
formed their own city, they would be the fifteenth largest metropolitan area
in the country.”
- Institute for Latino Studies: University of Notre Dame, 2005.
28. Celebrate the Future: Appendix
Hispanics Are Driving Overall Population
Growth
Total Population Growth: 2006-2011 by County Hispanic Population Growth: 2006-2011 by County
13% 7% 36% 26%
3% 20%
-1% 8%
15% 29%
28% 69%
20% 8% 49%
3% 12% 23%
Source: Claritas, 2006
Our purpose is to help people celebrate life every day, everywhere -- for big occasions and small. We think that is a thing worth doing and doing well. We want people everywhere to value us for that purpose. And we want them to know us and think highly of us because of our people , our brands and our performance . We want to attract, retain, motivate, and reward the best people. We want those people to be stewards of our great brands, to respect them and their heritage and nurture them for the future. Our brands are great assets. Our job is to leave them better off than when they were given to our care. When we do that, we will achieve great performance.
Our purpose is to help people celebrate life every day, everywhere -- for big occasions and small. We think that is a thing worth doing and doing well. We want people everywhere to value us for that purpose. And we want them to know us and think highly of us because of our people , our brands and our performance . We want to attract, retain, motivate, and reward the best people. We want those people to be stewards of our great brands, to respect them and their heritage and nurture them for the future. Our brands are great assets. Our job is to leave them better off than when they were given to our care. When we do that, we will achieve great performance.
Our purpose is to help people celebrate life every day, everywhere -- for big occasions and small. We think that is a thing worth doing and doing well. We want people everywhere to value us for that purpose. And we want them to know us and think highly of us because of our people , our brands and our performance . We want to attract, retain, motivate, and reward the best people. We want those people to be stewards of our great brands, to respect them and their heritage and nurture them for the future. Our brands are great assets. Our job is to leave them better off than when they were given to our care. When we do that, we will achieve great performance.
Our purpose is to help people celebrate life every day, everywhere -- for big occasions and small. We think that is a thing worth doing and doing well. We want people everywhere to value us for that purpose. And we want them to know us and think highly of us because of our people , our brands and our performance . We want to attract, retain, motivate, and reward the best people. We want those people to be stewards of our great brands, to respect them and their heritage and nurture them for the future. Our brands are great assets. Our job is to leave them better off than when they were given to our care. When we do that, we will achieve great performance.
Our purpose is to help people celebrate life every day, everywhere -- for big occasions and small. We think that is a thing worth doing and doing well. We want people everywhere to value us for that purpose. And we want them to know us and think highly of us because of our people , our brands and our performance . We want to attract, retain, motivate, and reward the best people. We want those people to be stewards of our great brands, to respect them and their heritage and nurture them for the future. Our brands are great assets. Our job is to leave them better off than when they were given to our care. When we do that, we will achieve great performance.
Core to our Values is our commitment to Responsible Drinking. We want to – and must be – the industry’s leader in responsible drinking. Leadership in this area is not an option. It is the right thing to do. It is also fundamental to our business. To grow and thrive as a business, we need to gain and keep the acceptance of the societies where we operate. We need to market our products responsibly. We need to encourage and support responsible drinking by our consumers. We need to do our part to reduce and prevent the problems that come from the irresponsible use of our products. And all of our employees need to demonstrate responsible behavior in our own enjoyment of our products.
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
Here’s the big picture of Diageo overall: Who we are Where we are going How we are going to get there What we stand for
