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CHICAGO -- Executives at Crown Imports LLC are feeling like royalty this week after learning that Modelo Especial, its premium Mexican beer, surpassed 40 million cases in depletions this year -- a first in the brand's history.
"This is a remarkable achievement for the Modelo Especial brand, which is growing at more than 20 percent for the year and continues to grow at double-digits year over year," Bill Hackett, president of Crown Imports, said in a press release. "We are especially excited about the brand's overall performance due to growth in both the bottle and can packages."
Hackett noted that bottles comprise 30 percent of the brand's business, and cited the 29-percent sales growth of Modelo Especial 12-pack bottles. He believes the upward trend indicates a continued brand discovery by general market consumers, in addition to its established sales in the Hispanic market.
2012 has been a banner year for Modelo Especial, which recently took home the Leaders Choice "Beer Brand of the Year" award from Market Watch magazine, as well as IMPACT magazine's Blue Chip Brand award. Additionally, Modelo Especial was recognized with a Hot Brand award for the 18th consecutive year.
As CSNews Online previously reported, Grupo Modelo SAB de CV is Mexico's largest brewer and traces its roots back to 1925. Its brands -- which include Modelo Especial, Corona Extra, Corona Light and Victoria -- are imported into the United States and marketed through a joint venture that includes Crown Imports LLC.