Power of Hispanic Purse Propels Modelo to Success

How powerful is the Hispanic beer consumer? Consider that one of the fastest-growing brands in all of beer has been propelled almost entirely by the demographic.

Modelo Especial, a crisp pilsner with a fat-bottomed bottle and gold-foil adorned white label, gets about 80% of its consumption from Hispanics, according to Crown Imports. The third-largest import behind Corona Extra and Heineken, Modelo grew 15.7% last year, making it the third-fastest growing import among the top 10, trailing only Anheuser-Bush’s Stella Artois and Heineken USA’s Dos Equis, according to shipment data from Beer Marketer’s Insights.

Read the entire article at Ad Age.