CHICAGO -- Crown Imports is adding a new package to the Modelo Brands Family, the Modelo Especial 12-oz. can 18-pack. The new package is shipping from Mexico now for retail placement in mid-March in Arizona, California, Colorado, Florida, Georgia, Nevada, New Mexico, North Carolina, South Carolina, Texas and Virginia.
The Modelo Especial 18-pack is an extension of the existing 12-oz. can, and is being introduced to broaden exposure for Modelo Especial, the No. 2 Mexican beer and No. 3 imported beer overall in United States, growing 10.2% in 2008.
In addition to fueling [image-nocss] even more growth, Modelo Especial 18-pack 12-oz. cans will open up new distribution opportunities and selling occasions. The 18-pack is suited to the off-premise channel, particularly Hispanic off-premise accounts and convenience stores. The 18-pack can complements existing Modelo 6-pack and 12-pack cans.
"The Modelo Especial 18-pack can package provides retailers the opportunity to trade up domestic beer consumers and current Modelo Especial 12-pack can consumers, generating incremental revenue and profit per transaction," said Bruce Jacobson, executive vice president of sales for Crown Imports, Modelo Especial's U.S. importer. "And this new package size will help our distributors increase their overall high-end sales and garner additional Crown portfolio shelf space."
The new Modelo Especial 18-pack can package rollout will be supported with an array of point-of-sale materials, including shelf strips, display cards, static stickers and banners.
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 No. 1 imported beer in the United States and No. 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 United States. Crown Imports is a 50-50 joint venture between Grupo Modelo SA de CV, 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.
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