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Crown Imports Presents Plan for Continued Growth

CHICAGO -- Crown Imports toasted another year of strong growth as it outlined its 2013 sales and marketing plans to its U.S. distributor network and select retailers at the Gold Network Summit, its recent annual meeting in Fort Worth, Texas.

Last year proved to be a good year for the company, which saw 4.7 percent growth. Its flagship brand Corona Extra increased 2 percent and exceeded annual sales of 100 million cases. Modelo Especial broke the 40-million case mark, up 20.6 percent, and Pacifico was up 8.5 percent, according to the company.

"The stability and long-term line of sight that our 2012 performance gives our business is exactly what we've worked so hard to achieve. And, very importantly, it provides a far clearer roadmap to guide us on our march to fulfill our vision -- to capture 20-percent dollar share of the U.S. beer business," said Bill Hackett, president of Crown Imports.

On tap for 2013, the importer will launch new creative campaigns for all the Crown brands, including new Corona Extra "Find Your Beach" TV ads, new creative for Corona Light, and new general and Hispanic market TV ads for Modelo Especial. Pacifico and Negra Modelo will see new TV advertisements in 2013 as well, the company added.

Marketing is proving a winner for Corona Extra and Corona Light, with both brands landing as finalists in the Beverage-Alcohol category of the 45th annual Effie Awards.

The Effie Awards, which highlight outstanding effectiveness in marketing communications, recognized Corona Extra for the "Find Your Beach" campaign. Competing in the same category is Corona Light for its "A Refreshing Change of Beer" campaign.

"This recognition for both Corona Extra and Corona Light is a testament to the creativity and ingenuity of the inspired ideas that come from our marketing team," said Jim Sabia, chief marketing officer for Crown Imports. "It's tremendously exciting for both brands to be nominated as finalists and its certainly going to be fun to see this 'rivalry' play out at the Effie Awards ceremony."

Winners of the North American Media Effie's will be announced and celebrated at the 2013 North American Effie Gala on May 22 in New York City.

Crown Imports is a joint venture that imports, distributes and markets several beer brands, including the Modelo portfolio which includes Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (in select markets) beer brands. Crown also imports the Tsingtao beer brand in the United States.


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