Last month, I watched Bad Bunny perform on one of the world’s biggest stages: the Super Bowl. Sugar cane fields, salsa rhythms, 100 million-plus viewers. It took me straight back to my travels around Colombia, where the idea for Caleño first started.
Bad Bunny’s Spotify streams jumped 470% overnight. Not too much of a surprise, perhaps… but Duolingo also saw a spike in people signing up to learn Spanish. And a major US retailer reported searches for ‘Puerto Rican rum’ up 261% within a week. People weren’t just watching, they were searching, shopping and trying to understand the culture behind what they’d seen.
And it’s not just Bad Bunny. Rosalía’s latest release became the most listened-to Spanish-language album on Spotify in a single day. These artists are bringing Spanish-language music firmly into the mainstream.
Latin food, music and culture have been building in the UK for years, but this feels like a real step-change. Consumers are actively seeking out the energy they’ve seen on screen. With the World Cup landing across the US and Mexico this summer, that spotlight is only going to intensify. Watch parties are becoming the new summer get-together, and that represents a real basket opportunity. A ‘Latin-style night in’ can be a combination of great music, tacos, tortillas, guacamole, salsas and drinks that bring it all together. It’s a clear opportunity for cross-category collaboration, from merchandising and in-store theatre to curated bundles, if retailers and brands choose to lean into it.
With kick-off times ranging from early evening through to the early hours, opportunities open up across multiple occasions – from midweek, more balanced social moments to late-night gatherings, and even those where an energy boost might be needed. That creates space across categories, from snacks and sharing formats to canned drinks that suit both ends of the day.
From my experience, it pays to be clear on which moment you’re showing up for, partner with the right brands, and make it easy for customers to buy into the occasion. Often, they’re looking for a ready-made solution rather than having to piece it together themselves.
The question isn’t whether a Latin wave is coming, it’s whether grocery is ready for it.
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