Corona, with over 100 million cases a year sold in the US, has surpassed Heineken as the number one selling imported beer in this country. But Heineken is not taking this news lying down. Effective Jan. 1, Heineken USA will take over the sales, distribution and marketing of five Mexican-made beer brands – Bohemia, Carta Blanca, Dos Equis, Sol and Tecate – from InBev, formerly Interbrew.
The reassignments are the result of a three-year agreement between Mexican brewer Fomento Economico Mexicano, or Femsa, and the American unit of the Dutch brewer. Heineken USA will concentrate its efforts on the two largest of the five Femsa brands: Tecate, with estimated sales at 13.5 million cases a year, and Dos Equis, at more than 5 million cases.
Hispanic agency, Grupo Gallegos, of Long Beach, Calif. will now handle the Tecate brand, while Euro RSCG New York picks up duties on Dos Equis. Bohemia, Carta Blanca and Sol will be handled by Omnicom promotions agency, Alcone Marketing Group.
Corona’s advertising account is at Chicago independent, Cramer-Crasselt.
Mexican Beer Brands Dealt New Hand
November 15, 2004 By
About David BurnI wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.
