Latinos In The US: Eli Aguilera, Hard Apple Cider Johnny Appleseed Marketing Executive, Talks Growing Up Mexican In America

Loyal readers of Latin Times will know that every Friday we feature a Latino living in the United States -- from Camila Alves McConaughey and Lila Downs to Prince Royce and Aaron Sanchez. This week's profile features Eli Aguilera, the Marketing Director of High End Brands, Anheuser-Busch. Latin Times met Aguilera at a preview event for Johnny Appleseed Hard Cider, a new product that launched nationwide on this past Monday, and we immediately knew that he had a voice that needed to be heard.

Latin Times: Where are your parents from?

Eli Aguilera: My parents are both Mexican-American and were raised in El Paso, TX on the border.

LT: Tell us what it was like growing up as a Latino?

EG: Growing up on the border in El Paso, TX was incredible because I was able to experience two cultures at the same time. My parents also taught me that with honest hard work, one can be successful in this country.

LT: How did you manage to keep in touch with your ethnic roots, growing up in America?

EG: My parents grounded my siblings and I with the belief that our heritage makes us who we are. I am a proud Mexican-American and am very proud of my Latino heritage. Anytime I visit a bodega in the Midwest (St. Louis), I am proud to walk in and know that my heritage is grounded in the fabric of this wonderful country and that Latinos across this nation continue to thrive and serve all of our communities.

LT: How did you become affiliated with Johnny Appleseed?

EG: I am the Brand Marketing Director for Johnny Appleseed in the U.S. and I’m responsible for all brand activations for this launch of Johnny Appleseed on April 7th and beyond. Johnny Appleseed Hard Apple Cider® has been in development since 2011. Input from more than 750 individuals (men and women 21-34 years old) from across the U.S., Canada and the United Kingdom helped co-design the Johnny Appleseed Hard Apple Cider® brand – from taste profile and packaging, to where and how we’ll ultimately market this brand.

LT: What do you think makes the product unique?

EG: The development of the Johnny Appleseed brand -- utilizing our 750 individuals -- is definitely unique to the brand and Anheuser-Busch. Overall, we were inspired by the spirit of the original adventurer. Like its explorer namesake, Johnny Appleseed Hard Apple Cider was created for -- and by -- those who believe life is about the journey, not the destination. Additionally the crisp and refreshing taste, which is a perfect balance of sweetness and intensity, is unique to the cider market. Internal testing has showed Johnny Appleseed Hard Apple Cider to be the most refreshing hard cider in the market today.