Dive Brief:

• Hornitos Tequila on Wednesday launched "A Fair Shot," an initiative which aims to support the near- and long-term needs of immigrants seeking to become U.S. citizens. The effort is part of a collaboration between The League of United Latin American Citizens (LULAC) and We Are All Human (WAAH), per a press release.
• As WAAH staffers travel via an Airstream trailer to Los Angeles, Houston and Chicago, the company will supply resources such as personal care products, household supplies and LULAC's "Intro to U.S. Citizenship" booklet to immigrants.
• The company is collecting online donations for the effort and directing those funds toward supporting immigrant communities. WAAH will also be donating meals to restaurant and bar employees in the nearby areas who have been affected by the COVID-19 pandemic, per the statement.

Dive Insight:

Multiple brands have mobilized their resources and influence with good intentions, but one group of people is often left out of these initiatives: immigrants at various stages of the citizenship process. In that regard, Hornitos Tequila stands out among other brands by helping this uniquely marginalized group with their immediate needs and long-term goals. The initiative is also designed to reflect the heritage of Hornitos, which was founded in 1873 by a Mexican family that crossed the border into the U.S., per the release, and support a similar drive among immigrants today seeking citizenship. 

"We recognize the path to citizenship is not an easy one, especially now with COVID-19 putting fundamental needs at risk for many aspiring citizens. A Fair Shot aims to reduce these barriers and renew a spirit of independence, resilience and hope on the journey, including for our extended family and partners in the restaurant and bar industry who seek legal citizenship," Rashidi Hodari, managing director of tequila at Hornitos parent Beam Suntory, said in the statement.

The campaign comes as brands are increasingly wading into controversial territory around social and political issues, and tying these efforts to a brand's heritage to reinforce an emotional connection consumers. Heineken-owned beer brand Tecate, which has a Mexican heritage, recently launched a virtual concert series to showcase different genres of Latin music and to benefit Latino hospitality workers facing financial hardship because of the coronavirus pandemic. Research from Nielsen in 2018 showed that 57% of Hispanic consumers say they are more likely to purchase from brands that support causes that they care about, over-indexing non-Hispanic white consumers by 9%.

Purpose-driven efforts have come to the forefront during the pandemic, which continues to have wide-ranging effects on daily life and the economy. Hornitos also joins other companies, including PepsiCo and Grey Goose, in supporting bar and restaurant workers. Bud Light has also highlighted Black-owned restaurants affected by the coronavirus pandemic and made a tracker to connect consumers with restaurants and bars open during the pandemic.