“Emboricuate”, a word innocuous enough and even flattering: That a major American company would recognize the economic clout of New York’s oldest Latino community. It was Puerto Ricans who shaped the Latino market of the Northeast for close to a century. But “emboricuate” is not as innocuous or as flattering as one might at first think since that major American company is Miller Coors, a beer brewery with a strong market presence in Puerto Rico and among New York Latinos. In fact, the word is targetting all Latinos to become Puerto Rican — for a day, or a week, or ideally for their lives at least in their drinking habits.
Now what might that be?