Re. Puerto Ricans and beer: F&M Schaefer Brewing Co., a NYC brewery, did the market research that proved that Puerto Ricans were the biggest per-capita consumers of beer. So, they launched a marketing blitz aimed at them: "Schaefer is the one beer to have when you're having more than one" (attention: SC and PB!); ran lots of ads on Spanish-language radio; sponsored winter baseball in Puerto Rico, etc. They were doing fine.

Then some genius drilled down on the market research and found that Puerto Ricans like to drink their beer very cold. So, he figured, the company could cheapen the formula (by using cheper hops), and the drinkers wouldn't notice it because their taste buds were numbed by the cold. Disaster: within a month, sales fell off by 40% and the brewery folded a couple of years after that. NEVER scew with loyal customers!

BTW: through the Fifties in NYC, you referred to Hispanics as Puerto Ricans because virtually every Hispanic in the city was a Puerto Rican. Now, according to the latest census, Dominicans and Columbians are the largest Hispanic groups in the city.