Ca. 1960, the F&M Schaefer Brewing Company in NYC did some pioneering market research. They found that the biggest per-capita consumers of beer in the NYC area weren't Germans or Irish or Brits--they were Puerto Ricans. So, they made a big marketing blitz, centered on "Schaefer is the one beer to have when you're having more than one"--commercials on Spanish-languate radio programs, sponsoring winter baseball in Puerto Rico, etc. They were doing great.

Then some boy genius discovered another interesting fact: Puerto Ricans liked to drink their beer very cold. So, he convinced the higher-ups that they could use a cheaper variety of hops in making their beer--since Puerto Ricans liked their beer so cold, they'd never notice, or so they thought. Within weeks, Schaefer lost 40% market share among Puerto Ricans. They eventually folded.

Moral of story: don't screw with beer drinkers.