Using data from the US Census, multicultural research firm Ethnifacts has determined the exact date and time when US multiculturals will represent the majority of the population and it's closer than you may have guessed: August 22, 2014 at about 8:00 pm EDT. As we inch closer to a majority interethnic society, Ethnifacts chief Mike Lakusta presented some insights at the recent Wine & Spirits Summit into how Hispanic consumers purchase alcohol and what is driving their purchases.