2024 was a year of celebrating success, sharing experiences, and investing in our communities. We delivered for our consumers by creating exciting new products, developing authentic partnerships, and pursuing excellence in all our efforts. It’s impossible to capture every contribution that had an impact on our business, but as we reflect on the past year, we invite you to watch our 2024 End of Year video, which highlights many of the pivotal moments and milestones that defined another year Worth Reaching For.
This year, our consumer obsessed mentality continued to drive our decision-making and long-term growth strategy, helping us maintain our position as the #1 Growth Leader Among Large CPG Companies1 for over a decade. This recognition is a testament to the hard work of our employees and our multi-faceted approach to building brands and products that are Worth Reaching For.
In our Beer Division, Modelo Especial remained central to our success, upholding its position as the #1 Beer in the U.S. by dollar sales2 and reaching an extraordinary milestone of 200 million cases sold in a 52-week period3. Corona Extra also maintained its iconic place in culture as the #1 most loved U.S. beer brand with general market and Hispanic consumers4, while we saw rapidly rising success for both Pacifico and Victoria.
Within our Wine & Spirits Division, Kim Crawford preserved its status as the #1 Sauvignon Blanc in the United States5 for the eighth consecutive year and the iconic Robert Mondavi Winery was named the #1 Vineyard in North America6 by World’s Best Vineyards. Mi CAMPO Tequila has also grown nearly five times the rate of the highly competitive category in the past year7. We are deeply grateful to our customers whose loyalty powers these remarkable milestones and achievements.
We continued to push the boundaries of innovation with exciting new product launches that captivated consumers. From our premium craft spirits portfolio, High West and Casa Noble collaborated to create “The Noble Share,” a limited release featuring a blend of straight whiskeys, carefully finished in Marqués de Casa Noble Añejo barrels for six months. We announced the purchase of California winery Sea Smoke, which further enhances our higher-end wine focus and portfolio growth strategy with one of the preeminent Pinot Noir producers in the world. Corona Sunbrew Citrus Cerveza brought a refreshingly new take on our traditional Mexican beer that aligns with evolving consumer preferences. These advances underscore our dedication to product innovation and our agility in responding to dynamic market and consumer trends.
Creating authentic partnerships and consumer-centric campaigns remained at the center of our storytelling in 2024. The Official Beer Sponsor of the College Football Playoff, Modelo launched "The Recruiter" campaign to celebrate and reward individuals that go above and beyond in their fandom. Working with college football legend Reggie Bush, the campaign created a group of loyalist fans known as “Team Modelo,” and the winners will meet Bush at the 2025 College Football Playoff National Championship in Atlanta in January. This campaign reinforced the brand's cultural relevance, connection with consumers, and positioned Modelo as a premier brand in the sports entertainment landscape. These and other initiatives amplified our brand visibility and created meaningful connections with our target audiences through compelling narratives and strategic brand alignments.
We also celebrated significant corporate milestones that underscored our commitment to innovation and sustainability. The grand opening of our new Global Headquarters marked a transformative moment, providing a state-of-the-art workspace that reflects our forward-thinking culture and investment in our people. Additionally, achieving TRUE Certification for Zero Waste in our Nava and Obregon brewery facilities reinforced our commitment to environmental stewardship.
Thank you to everyone who contributed to our success this year, and we look forward to building on this momentum which has strongly positioned us for what’s next.
Cheers to a year Worth Reaching For!
Sources:
1: Circana 2023 U.S. CPG Growth Leaders Report
2: Circana L52 WE 11-24-24
3: IQ L12M, pulled July 2024
4: Corona Extra to be regarded as the #1 most loved U.S. beer brand with general market and Hispanic consumers
5: Circana Total US MULO+C–L52 WE 07-28-24
6: World’s Best Vineyards (2024)
7: Circana L52 WE 12-1-24