MillerCoors has appointed Rudy Rodriguez as senior director for multicultural marketing. Mr. Rodriguez comes to MillerCoors from General Mills, where he spent nine years as director for multicultural marketing. According to a MillerCoors memo, Rodriguez will be responsible for “leading our multicultural team to acquire more volume and share among Hispanic, African-American and LGBT audiences.” AdAge reports, that like other big brewers, MillerCoors is dedicating more money to multicultural marketing, even putting campaigns into the general market.

Rodriguez, a Portada editorial board member, led the  Multicultural Marketing Department of General Mills to develop unique strategies and consumer insights to drive growth with multicultural consumers. Rodriguez told Portada in July when he left General Mills that, as has happened in other Fortune 1000 companies,  General Mills multicultural marketing has been folded into general market units. General Mills brand managers are incorporating Hispanic and multicultural marketing objectives into their tasks. (On a separate note: General Mills Que Rica Vida Hispanic platform was recently relaunched).

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