Latinos are the largest and fastest growing ethnic group in the United States, making up about 16 percent of the population, or more than 50 million people.
And according to the National Institute of Alcohol Abuse and Alcoholism, alcohol use among Latinos tends to increase when trying to acclimate to the culture in the United States.
The institute’s data shows Puerto Ricans consume more alcoholic beverages per week than any other Latino group, with 16.9 percent for men and 9.5 percent for women.
This isn’t the first time Coors light has been in hot water with the Puerto Rican community. Last year, the company had issues because of the slogans they were using to market themselves for the annual parade.
For the 2011 parade, the company used “Emboricuate” or “Puerto Ricanize Yourself” and that sparked controversy when angry Puerto Ricans suggested the message could be misconstrued as “Emborrachate,” or in English “get drunk.”