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
