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.
