Modelo Especial, one of the most popular beers from neighboring Mexico, reported more than 43 million in cases sold in 2012. This remarkable sales volume makes Modelo Especial one of only three imported products to top the 40 million case level in a single calendar year.
What is even more remarkable is the pace of growth. Just two years ago, Modelo Especial exceeded 30 million cases for the first time. To reach 43 million cases sold in such a short period of time is noteworthy for any product, but is especially surprising when you consider that overall U.S. beer sales have been flat or in a slow decline over the past few years.
Bill Hackett, president of Crown Imports, Modelo Especial’s exclusive importer, summed up the success saying “This is a remarkable accomplishment for Modelo Especial, which is the number three imported beer in the U.S. and is growing at a rate of more than 20 percent year over year…..This achievement is a true indicator of the phenomenal growth of the brand that continues to lead the beer industry and brings us one step closer to attaining our long-term vision of Modelo Especial becoming a 100 million case brand and the number two imported beer in the U.S.”
Why the sudden increase in sales for the Modelo Especial brand? Well, many industry analysts agree that it can be traced to a few important factors. Chief among them is the branding and popularity with the Hispanic market, which is a growing demographic in both size and influence. Another factor is increased advertising in select markets. Modelo Especial receive little advertising exposure in the past, but 2012 witnessed a stronger advertising and promotional campaign, including the brand’s first television advertisement in English.
Recognition in the past year has also been notable. Modelo Especial was awarded the Leaders Choice “Beer Brand of the Year” Award by Market Watch magazine and it received a Hot Brands award for the 18th consecutive year. IMPACT magazine also awarded Modelo Especial a Blue Chip Brand award in recognition of achieving over 500,000 case equivalent depletions coupled with at least ten years of consecutive years of volume growth.
With overall beer industry sales flatter than a day- old glass of brew left exposed in the summer sun, Modelo Especial has certainly earned some bragging rights for recent sales. Crown Imports will likely continue its focused strategy to drive sales into Hispanic
populations as well as the general population over the coming year. If things go as planned, Modelo Especial is well- positioned to take over the number two spot in imported beer by the end of 2013.