Crown Imports’ portfolio of eight brands captures approximately 42 percent of the volume of the import beer market in the United States, a figure that the Chicago-based company is intent on increasing. In fact, the joint venture between Mexico’s Grupo Modelo, S.A. de C.V. and Constellation Brands Inc., Victor, N.Y., has a goal of becoming the third major U.S. beer company occupying 20 percent per dollar market share.
In order to achieve its vision, the company has redesigned its marketing and sales strategies to play to the strengths of each of its brands, including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Victoria and Pacifico, across national channels and demographics.