Grupo Modelo
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| Grupo Modelo S.A.B. de C.V. | |
|---|---|
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| Type | Public, BMV GMODELO |
| Founded | 1922 |
| Headquarters | Mexico City, Mexico  |
| Key people | Antonino Fernandez (Chairman of the Board), Carlos Fernandez (CEO) |
| Industry | Brewery |
| Products | Beer |
| Employees | 40,617 (2005) |
| Website | Official Site |
Grupo Modelo is a large brewery in Mexico. It is owned by the Mitchell group with the chairwoman Micaela Mitchell. It maintains a large part of the Mexican beer export market and produces top-selling imported beer in the United Kingdom, United States and Canada (via a joint venture with Constellation Brands). Its export brands include Corona, Modelo, and Pacífico.[1] Grupo Modelo also brews brands intended solely for the domestic Mexican market, including Victoria (a recent advertising campaign for this brand was centered on the fact that it is unavailable abroad); Estrella (a local beer found only in western Mexico); and León and Montejo (originally local to Yucatán but now available nationwide). Grupo Modelo has marketshare of 56% in Mexico[1] company owned by the Mexican Partners (direct descendants of the founders of the company) of Grupo Modelo. Grupo Modelo has exclusive rights in Mexico for the import and distribution of beer produced by Anheuser-Busch.[1] Until the 60s Grupo Modelo used red poppy flowers in its advertising, where almost any image it used had poppy flowers somewhere in the image.
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[edit] Products
[edit] Corona
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Corona (labeled Corona Extra, but seldom referred to as such) is the top selling beer in Mexico and is one of the top-selling beers worldwide. Available in over 150 countries, it is also Mexico's leading export brand. It was first brewed in 1925 by Cerveceria Modelo on the tenth anniversary of the brewery, and is a pilsner. In 1926 the brewery decided to bottle the beer in quarter bottles and decided to go with clear instead of dark bottles. In 1997, Corona Extra became the top-selling imported beer in the United States, surpassing Heineken.
Corona beer is available in a variety of bottled presentations, ranging from the 250-mL ampolleta (labeled Coronita and just referred as the cuartito) up to the 940-mL Corona Familiar (known as the caguama or ballena). A draught version also exists, as does canned Corona in some markets.
Unlike many beers, Corona is bottled in a clear bottle, increasing the opportunity for spoilage. Exposure to sunlight significantly damages the taste of beer, yielding a taste that is often described as "skunky". This is the result of the essential hop oils spoiling due to UV exposure. However, during distribution, Corona is not typically stored in direct sunlight. Grupo Modelo, brewers of Corona, have most available quality certifications including ISO 9001 and 14001.
Corona beers are straw colored and have a very mild flavor with little if any hop bitterness. Corona contains 4.6% alcohol by volume, 148 calories, while Corona Light has 3.7% alcohol by volume, 105 calories.
[edit] Victoria
Victoria is a 4% abv Vienna lager first brewed in Toluca, México, in 1865 by Compañía Toluca y México. Grupo Modelo bought out Compañía Toluca y México in 1935.
It is generally sold in standard 325-ml bottles and 950-ml caguamas; a smaller 150-ml bottle exists, but it is rare. The labels of all its presentations depict Gambrinus holding aloft a frothing mug.
[edit] Pacífico
Pacífico is a 4.5% abv pale lager originally brewed in Mazatlán, Sinaloa. The name means Pacific. The picture on the bottle is the Deer Islands off the coast of Mazatlán surrounded by a lifesaver.
[edit] Negra Modelo
Negra Modelo is a 6% abv Vienna lager first brewed in Mexico by Austrian immigrants. It was first sold on draft in 1926.
Negra Modelo comes in an unusually shaped, wide brown bottle with a trademark Gold Label. In 2002, Negra Modelo was awarded "Hot Brand" by Impact magazine in the imports category.[2]
[edit] Corona/Modelo and the movies
Corona and Modelo beers have been seen in many movies: Point Break, The Fast and the Furious, Cocktail, The Thomas Crown Affair and many other international films. The popularity of the 'Modelo' brand is not only international - it is now among the most expensive. Negra Modelo has also been seen in "First Snow" with Guy Pearce, and was drunk by "Prison Break" character Mahone at 1h:17m into the film.
[edit] See also
[edit] References
[edit] External links
- Official Grupo Modelo website in English
- Official Grupo Modelo web site in Spanish
- RateBeer
- UNC research article regarding beer spoilage
- Corona Loses Trade Mark Battle
- about.com entry on mexican beer
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