E-Malt.com News article: Mexico & United States: Modelo Especial beer to launch a two-pronged ad campaign encouraged by a 10.6% sales growth in 2008

After posting double-digit growth rates last year, Modelo Especial, the No. 3 imported beer in the U.S., will debut new creative as part of a two-pronged advertising campaign in 2009, PRNewswire communicated on May, 4.

The beer will look to build upon its growth in the general market with new : 15 spots to support the its first-ever online campaign, while new Spanish-language TV and radio spots will debut as part of the Hispanic campaign.

The beer has followed a unique pattern of establishing significant popularity in the Hispanic market before expanding to a mainstream audience. To generate additional cross-over growth, Modelo Especial launched its first-ever English language campaign in 2008 and will once again execute Hispanic and General Market campaigns in 2009. The expansion of Modelo Especial draft beer will also be key in increasing the beer's popularity in the General Market.

"Modelo Especial is a unique brand that, in a challenging economy, continues to generate double-digit growth," said Paul Verdu, vice president of marketing for Crown Imports. "The loyal Hispanic consumers and new crossover into the general market present a great deal of opportunity for the brand to grow in 2009."

In 2008, Modelo Especial grew in sales by 10.6 percent selling 24.7 million cases, a feat for any brand in the current marketplace. Sales for Modelo Especial have grown at a double-digit rate for 17 consecutive years, more than any other beer in the industry, and it looks to continue growth in 2009 with the nationwide expansion of Modelo Especial Draft beer and the introduction of 18-pack cans.

Modelo Especial Draft was initially introduced in Phoenix and Houston in 2008, generating impressive sales results in all selected bars, pubs and restaurants. Furthermore, Modelo Especial's 6-Pack and 12-Pack bottle sales recorded sales increases in grocery and liquor stores in Draft markets. Additional Modelo Especial Draft markets planned for expansion include the Southwest territory along with a possible Northeastern U.S. rollout.

Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported beer in the U.S. and #6 beer overall, Corona Light, Modelo Especial, Negra Modelo and Pacifico beer brands. Crown also imports the St. Pauli Girl and Tsingtao beer brands in the U.S.

Crown Imports is a 50-50 joint venture between Grupo Modelo, S.A. de C.V., Mexico's leading company in the brewing, distribution and sale of beer, and Constellation Brands, Inc., a leading international beverage alcohol producer, importer and marketer.


06 May, 2009