The International Vice-presidency coordinates efforts to increase global sales and consolidate the company´s presence worldwide. Through offices located around the world we cover several markets in order to rapidly respond to importers, distributors and clients, as well as to position the Modelo products strategically.
The international expansion of Modelo´s products began in the south and southwest of the United States, where Mexican beer was widely accepted.
Popularized with the slogan “Change your whole lattitude”, in the eighties Corona Extra became the imported beer with the largest growth in the history of the United States. Through the middle of the decade the business world noted the “Corona Phenomenon”. Later Corona Light started production and exportation exclusively for the US market.
In 1985, Grupo Modelo started exploring other markets, first Canada and Japan, and later on Australia and New Zealand. In 1989 they entered Europe when an office in Brussels was opened, later Russia, Africa and Latin America.Today, the Modelo brands are present in 159 countries.
Corona Extra is currently the number one imported premium beer in the US, Modelo Especial is the third, Corona Light the sixth, Pacífico the fifteenth and Negra Modelo the nineteenth.
In early 2006, Grupo Modelo unveiled the first Corona Extra and Corona Light billboard in Times Square in New York City, the world-known plaza where people from all over the world pass by. It is the first time in the history that a Latin American brand presents such a prominent billboard in Times Square.
That same year, a joint venture was formed with Constellation Brands, an international leader in the wine and liquor industry, which distributes Modelo’s beers in the western part of the United States through its subsidiary, Barton Beers. This new alliance, based in Chicago, is called Crown Imports LLC and began operations on January 2, 2007. It was developed in order for Grupo Modelo have only one importer for the entire United States. In the same way, an agreement was signed to import and distribute the Chinese beer Tsingtao and the Danish beer Carlsberg.
In many ways, Grupo Modelo reflects the growth of Mexico in the international environment. The company continues to thrive due to its solid base of production, marketing, sales and distribution.
