Cheers - September, 2015

Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.

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Page 31 of 51 32 • September 2015 CORONA EXTRA Constellation Brands 12 Growth Brand Awards 2014 Cases sold: 107.7 million The most popular imported beer in the U.S. comes from the largest brewery in Mexico. Grupo Modelo fi rst launched its Corona pale lager brand in 1925. Corona became the go-to beer for Mexicans. American consumers caught on after the product was launched in the U.S. in 1981. The brand became so popular that supplies would sell out, and drinkers were forced to buy it on the black market. The brand has increased its production abilities in the years since, so that everyone who wants to can enjoy Corona legally. "A new can line installed at our Nava Brewery in Mexico produces 4,000 cans a minute, allowing us to meet the needs of the market, ramp up supply and service this business as it continues to grow," says Bill Hackett, president of Constellation Brands' beer division. Holidays were also sales days worth celebrating for Corona Extra this past year, Hackett says. The brand was the top share gainer on Cinco de Mayo and the fourth highest on both Memorial Day and the Fourth of July 4th. CORONA LIGHT Constellation Brands 12 Growth Brand Awards 2014 Cases sold: 14.3 million First introduced in the U.S. in 1989, Corona Light is now the top-selling imported light beer in America. A number of factors have contributed to the brand's success, says Jim Sabia, chief marketing offi cer of Crown Imports, a unit of Constellation Brands and the exclusive U.S. importer of Corona. These initiatives include new packaging and bottle designs to help draw more attention to Corona Light's slim cans on the retail shelf, and a campaign targeted towards Millennials and Gen-Xers that touts the product's pronounced fl avor despite its low calories. The company began testing Corona Light on draft in 2012 and rolled the program out nationally in 2014. Corona Light will also continue its successful partnership with Kenny Chesney. The brand is sponsoring the country music singer's Big Revival Tour that kicked off in March. "Kenny Chesney is one of the biggest music stars in North America, and our target consumers are a great fi t with Kenny's core fan base," Sabia says. "We've worked with Kenny for six years now, and it's been a great partnership." PACIFICO Constellation Brands 12 Growth Brand Awards 2014 Cases sold: 6.6 million Like a number of Mexican beers, Pacifi co was created in the country by German immigrants. Three, to be precise, who opened the brewery Cerveceria del Pacífi co in the port city of Mazatlán in 1900. The beer takes its name from the ocean on which Mazatlán sits: the Pacifi c. The brand was acquired by Mexico brewery Grupo Modelo in 1954. Marketing for the brand in the U.S. remains primarily on the West Coast. But Pacifi co is ramping up efforts in other markets such as Denver and Miami, according to Jim Sabia, chief marketing offi cer of the Crown Imports division of Constellation Brands. "For 2015, our marketing strategy continues to be focused on driving awareness and trial with consumers who have never tried Pacifi co," Sabia says. These marketing strategies include a continued sponsorship of the World Surfi ng League and the U.S. Open of Surfi ng, as well as the U.S. Open of Snowboarding. A national digital campaign will "build on the momentum gained last year and allow us to reach consumers in a very targeted, cost- effective way," Sabia says. Pacifi co will also expand a TV advertising campaign to test its 2014 TV spots in new markets, with an eye towards a national advertising campaign in 2016. The markets may change, but Pacifi co will continue to go after the same group of drinkers. "Our target consumers for Pacifi co are what we call 'Fearless Leaders'," Sabia explains. "These consumers have a passion for adventure and outdoor activities, and they share these adventures on social media." GROWTH BRANDS HALL OF FAME

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