Grupo Modelo

For other uses, see Modelo (disambiguation).

Grupo Modelo S.A.B. de C.V.

Type	Public (BMV: GMODELOC NYSE: GPMCY BMAD: XGMD)
Industry	Brewery
Founded	(1922)
Headquarters	Mexico City, Mexico
Key people	Carlos Fernandez Gonzalez, (Chairman & Ceo)
Products	Beer
Revenue	US$ 6.9 Billion (2010)
Net income	US$ 804.6 Million (2010)
Employees	40,617
Website	www.gmodelo.com.mx

Grupo Modelo (BMV: GMODELOC / NYSE: GPMCY / BMAD: XGMD) is a large brewery in Mexico, It has 63% of the Mexican beer market,^[1] and exports beer to the United Kingdom, United States and Canada (via a joint venture with Constellation Brands). Its export brands include Corona, Modelo, and Pacífico.^[2] Grupo Modelo also brews brands intended solely for the domestic Mexican market, including Victoria (now available in some southwestern U.S. cities) (a recent advertising campaign for this brand was centered on the fact that it is unavailable abroad); Estrella (a local beer found only in western Mexico); and León and Montejo (originally local to Yucatán but now available nationwide). Grupo Modelo has marketshare of 56% in Mexico.^[2] Grupo Modelo has exclusive rights in Mexico for the import and distribution of beer produced by Anheuser-Busch.^[2] Until the 1960s, Grupo Modelo used red poppy flowers in its advertising, where almost any image it used had poppy flowers somewhere in the image.

On June 12, 2008, The Wall Street Journal stated that Anheuser-Busch InBev, which owns a non-controlling 50% stake in the company, may attempt to acquire the remaining 50%.^[3]

Grupo Modelo

A Modelo brewery in the Mexican state of Oaxaca

Grupo Modelo, founded in 1925, is the leader in Mexico in beer production, distribution and marketing, with 63.0% of the total (domestic and export) market share, as of December 31, 2008. It has seven brewing plants in Mexico, with a total annual installed capacity of 60 million hectoliters. It is the importer of Anheuser-Busch InBev’s products in Mexico, including Budweiser, Bud Light and O’Doul’s. It also imports the Chinese Tsingtao brand and the Danish beer Carlsberg. Through a partnership with Nestlé Waters, it produces and distributes in Mexico the bottled water brands Sta. María and Nestlé Pureza Vital, among others. Grupo Modelo trades in the Mexican Stock Exchange since 1994 with the ticker symbol GMODELOC. It also quotes as an ADR under the ticker GPMCY in the OTC markets and in Latibex in Spain as XGMD.

Grupo Modelo is currently the sixth largest brewer worldwide. It is building its eighth brewery in the northern part of the Mexican state of Coahuila—with an installed capacity of 10 million hectoliters—which will be operating by 2010.

Brands

Corona

Main article: Corona (beer)

Corona 6 pack

The main Corona brand is Corona Extra, a 4.6% alcohol by volume pale lager. It is the top selling beer from Mexico and is one of the top five selling beers worldwide.^[4] Available in over 150 countries, it is also Mexico's leading export brand. It was first brewed in 1925 by Cerveceria Modelo on the tenth anniversary of the brewery. In 1926 the brewery decided to package the beer in clear glass quarter bottles. In 1997, Corona Extra became the top-selling imported beer in the United States, surpassing Heineken.^[5]

Corona Extra is available in a variety of bottled presentations, ranging from the 250 ml (8.5 U.S. fl oz; 8.8 imp fl oz) ampolleta (labeled Coronita and just referred as the cuartito) up to the 940 ml (31.8 U.S. fl oz; 33.1 imp fl oz) Corona Familiar (known as the Familiar or Litro or caguama)Corona Mega is now available its is 1.2 liter bottle. A draught version also exists, as does canned Corona in some markets.

Unlike many beers, Corona is bottled in a clear bottle, increasing the opportunity for spoilage. Exposure to sunlight or light from fluorescent bulbs such as those used in refrigerated display cases significantly damages the taste of beer, yielding a taste that is often described as "skunky". This is the result of the essential hop oils spoiling due to UV exposure.^[6][7]

The second Corona brand is Corona Light, the first light beer produced by this brewer. Corona Light has 3.7% alcohol by volume, 99 calories (0.41 kJ), per 355 ml (12.0 U.S. fl oz; 12.5 imp fl oz) bottle.^[8]

Victoria

Victoria is a 4% abv Vienna lager first brewed in Toluca, México, in 1865 by Compañía Toluca y México. Grupo Modelo bought out Compañía Toluca y México in 1935.

It is generally sold in standard 325 ml (11.0 U.S. fl oz; 11.4 imp fl oz) bottles and 940 ml (31.8 U.S. fl oz; 33.1 imp fl oz) familiares; a smaller 150 ml (5.1 U.S. fl oz; 5.3 imp fl oz) bottle exists, but it is rare. The labels of all its presentations depict Gambrinus holding aloft a frothing mug.

Victoria beer is now available in six and twelve pack bottles in certain U.S. cities in California, Texas, Colorado, Illinois, Washington, Georgia and Indiana.^{[citation needed]}

Pacífico

Main article: Pacífico

Negra Modelo in 355 ml (12.0 U.S. fl oz; 12.5 imp fl oz) bottles

Pacífico is a 4.5% abv pale lager originally brewed in Mazatlán, Sinaloa. The name means Pacific. The picture on the bottle is the city's lighthouse, for which it is famous, surrounded by a lifesaver. A light variety was launched in 2008.

Negra Modelo

Negra Modelo is a 5.3% abv Vienna lager-style beer [1] (though the brewery classifies it as a Munich dunkel) first brewed in Mexico by Austrian immigrants, and was introduced as a draft beer in 1926.^[9] Negra Modelo comes in an unusually shaped, wide brown bottle with a trademark gold label.

Modelo Especial

First bottled in 1925;^[10] the #3 imported beer in the U.S.,^[10] selling 22 million cases annually.

Modelo Light

Modelo Light is a light lager that was first produced in 1994.

Estrella

Estrella is a pilsener beer produced in the Guadalajara Modelo plant and can be found in all of Mexico. Estrella was first produced in the late 19th Century by Cervecería Estrella (currently known as Cervecería Modelo de Guadalajara), that Grupo Modelo acquired in 1954.

León

León is a Munich-type dark amber-colored beer, that mixes a sweetness with light bitterness, and a white foam. The León brand was first launched into the market in the early 1900s, its origin is traced back to the southeast region of Mexico, over the years it has become popular throughout the country.

Extra

Grupo Modelo is the owner of the Extra convenience store chain.^[11] Extra boasts 2,100 outlets in Mexico and is a part of Grupo Modelo's vertically integrated model of both producing and selling beer. Corona is the current jersey sponsor of Major League Soccer club C.D. Chivas USA

See also

• Corona (beer)
• Beer in Mexico
• María Asunción Aramburuzabala

References

1. ^ "Grupo Modelo - Company Description - Hoover's". www.hoovers.com. http://www.hoovers.com/grupo-modelo/--ID__52130--/free-co-profile.xhtml. Retrieved 2009-03-20. 
2. ^ ^{a b c} Reporte Anual Final 28 06 2006
3. ^ Anheuser-Busch
4. ^ "INDIA: Mexican beer giant Grupo Modelo launches Corona: Beverage News & Comment". www.just-drinks.com. https://www.just-drinks.com/article.aspx?id=76280. Retrieved 2009-03-20. 
5. ^ "Tecate, FEMSA's top-selling beer in the U.S. market, reached fourth place in imported beers in the United States in 2000. (Company News).". www.allbusiness.com. http://www.allbusiness.com/north-america/mexico/832359-1.html. Retrieved 2009-03-20. 
6. ^ Riboflavin-sensitized photooxidation of isohumulones and derivatives
7. ^ Beer Advocate description
8. ^ Beer Advocate description
9. ^ Company website
10. ^ ^{a b} Company website
11. ^ http://www2.eluniversal.com.mx/pls/impreso/noticia.html?id_nota=23023&tabla=miami

External links

• Corona bottle makers fired for forming an independent union
• Official Grupo Modelo website in English
• Official Grupo Modelo web site in Spanish