The Corona coup: How Constellation sells so much bad beer

Over Christmas, the company even rolled out the same tired old ad showing a palm tree strewn with holiday lights.

Much of Constellation’s growth strategy now rests on pushing Corona Light, particularly in kegs to U.S. bars. And the company is thinking about cooking up a new kind of Corona with more alcohol—a Corona Extra Extra if you will. Last week it announced more ambitious expansion plans, including as much as $1.1 billion in spending to double the capacity of its Mexican brewery.

There is some hope, however, for beer snobs. Some of Constellation’s better-rated beers are growing much faster in the U.S. than its other brands. Pacifico, for example, is on more taps than any other Constellation brew. Modelo Especial posted a 20 percent increase in volume last year.

“We firmly believe Modelo Especial is the next Corona,” Ryder said. We can see the tagline now: Modelo de Mayo.

Article Appeared @http://finance.yahoo.com/news/the-corona-coup–how-constellation-sells-so-much-bad-beer-150650252.html

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