Modelo® Launches Casa Modelo Brand House and Portfolio Redesign
August 25 2016 - 8:30AM
Modelo family of
brands - Especial, Negra and Chelada - to live under Casa Modelo
master brand with redesigned, unified
packaging
Chicago, Ill., August 25,
2016 - Constellation Brands, the third-largest beer company in
the United States and fastest-growing major brewer in the country,
announced today the introduction of Casa Modelo, a new master brand
house and portfolio-approach for the Modelo family of brands. Casa
Modelo establishes Modelo as an iconic Mexican brewer and allows
for more effective cross-promotion and awareness-building for each
Modelo brand, setting the stage for enhanced product innovation and
product line extensions.
Modelo will bring its entire portfolio including
Especial, Negra and Chelada under one roof with a new fall
advertising campaign, unified packaging and new point-of-sale at
retail inspired by Modelo's heritage, tradition and high-quality
standard. Negra Modelo will be renamed Modelo Negra and showcase a
fully redesigned package to maintain consistency among the Modelo
brands. Especial and Chelada will see smaller packaging changes so
consumers can easily find Modelo products marked with the classic
Modelo wordmark, gold foil and original brewery seal with Modelo's
iconic gold lions. All ingredients and brewing processing will
remain the same with no changes to the recipe to ensure the
integrity of the liquid.
The new strategy leverages the momentum of Modelo
Especial, the fastest-growing beer in America, #2 imported beer in
the country and #1 selling beer in Los Angeles (dollar sales) - the
biggest beer market in the U.S. - to build brand equity across all
Modelo brands. Notably, Negra is the #1 dark Mexican beer in the
country, while Modelo Chelada owns 20 percent share of the Chelada
market with only one package type - a 24 oz. can.
"With the growth of our Modelo beers in the United
States, this familial alignment of our Modelo brands under Casa
Modelo opens up great opportunity to look toward the future and
welcome more products into the family," said Ann Legan, vice
president of marketing for the Modelo brand family at Constellation
Brands. "We look forward to continued growth of Casa Modelo while
maintaining the integrity of the beer our consumers already
love."
The new Casa Modelo packaging will begin hitting
the shelves this month. To learn more about Casa Modelo, fans can
visit modeloUSA.com.
About the Modelo Family of Brands
Born in 1925 in the small town of Tacuba, Mexico,
Modelo has been brewing distinctive high quality beer ever since,
including Modelo Especial, Modelo Negra, and most recently, Modelo
Especial Chelada.
Modelo Especial is a golden, full-flavored
Pilsner-style Lager with a clean, crisp finish whose original
recipe was first brewed under the vision to create a 'model' beer.
As the #2 imported beer in the U.S., more than 73MM cases of Modelo
Especial were sold in 2015.
Modelo Negra is a Munich Dunkel-style Lager brewed
with slow-roasted caramel malts for a rich, smooth taste. The
medium-body and unique flavor profile of Negra lends itself
perfectly to pair well with food.
Modelo Especial Chelada is a michelada-style beer
made the refreshing flavors of tomato, salt, and lime. Made with
authentic ingredients, Modelo Especial Chelada delivers the real
michelada experience in a ready-to-drink package.
The Modelo family of beers are exclusively brewed,
imported and marketed for the U.S. by Constellations Brands.
About Constellation
Brands
Constellation Brands (NYSE: STZ and STZ.B) is a
leading international producer and marketer of beer, wine and
spirits with operations in the U.S., Canada, Mexico, New Zealand
and Italy. Constellation is a Fortune 500®
company and one of the top performing stocks in the S&P 500
Consumer Staples Index. Constellation is the No.3 beer company in
the U.S. with high-end, iconic imported brands such as Corona
Extra, Corona Light, Modelo Especial, Negra Modelo and Pacifico.
The company's beer portfolio includes Ballast Point, one of the
most awarded craft brewers in the U.S. Constellation is also the
world's leader in premium wine, selling great brands that people
love, including Robert Mondavi, Clos du Bois, Kim Crawford, Meiomi,
Mark West, Franciscan Estate, Ruffino and Jackson-Triggs. The
company's premium spirits brands include SVEDKA Vodka and Casa
Noble Tequila.
Based in Victor, N.Y., the company believes that
industry leadership involves a commitment to brand building, our
trade partners, the environment, our investors and to consumers
around the world who choose our products when celebrating big
moments or enjoying quiet ones. Founded in 1945, Constellation has
grown to become a significant player in the beverage alcohol
industry with more than 100 brands in its portfolio, sales in
approximately 100 countries, over 40 facilities and approximately
9,000 talented employees. We express our company vision: to elevate life with every glass raised. To learn more,
visit www.cbrands.com.
MEDIA CONTACT:
Jennifer Dohm: 312-873-9979
Jennifer.Dohm@cbrands.com
Cerveza Modelo
Modelo Family of Brands
This
announcement is distributed by Nasdaq Corporate Solutions on behalf
of Nasdaq Corporate Solutions clients.
The issuer of this announcement warrants that they are solely
responsible for the content, accuracy and originality of the
information contained therein.
Source: Constellation Brands Inc via Globenewswire
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