Corona was the most valuable brand in Latin America in 2013, according to Millward Brown, and was a

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The consortium has wasted no time: two years after taking control access consulting group of Grupo Modelo, Mexico is one of the markets in which its sales grow Corona and Heineken threatens to displace as the second most valuable brand in the world beer.
In the corporate offices of Grupo Modelo, Colonia Reforma Social, west of Mexico City, there is a discreet desk in the middle of a row of cubicles. From that small space, Ricardo Tadeu Soares, President and CEO of Grupo Modelo AB InBev, has achieved synergies of 715 million dollars (mdd), very close to the target of 1,000 million dollars, and shape what the consortium announced upon arrival in Mexico: exploit global presence of AB InBev to capitalize on the high potential access consulting group for internationalization who viewed Corona.
Under his management, this iconic Mexican beer this year rose six places access consulting group in the ranking access consulting group of Millward Brown Latin America, reflecting an increase in brand value of 29% against last year.
The Corona Mexican market and form a combination that encourages the expansionist mood of AB InBev: Mexico contributes just over 8% to its global sales and is one of the markets in which it operates that grew last year (3%). Meanwhile, Corona quickly joined Budweiser and Stella Artois as one of its brands with the highest growth potential; therefore it will drive more resources in the medium term, the company said at the conference of Global Consumption of Deutsche Bank, held in Paris in June.
These three stamps are stellar for AB InBev since 2009, and first quarter sales rose 6% overall, 2.5 points above the rest of the portfolio; Corona did better, with an increase of 10%.
Growing up in the Mexican market is not a small achievement -the last year selling beer industry fell 1.5% in volume-and lots of it owes to Corona. Model captures 58.4% of valued at 294.300 million pesos (mp) market, but want more, and that is only possible outside Mexican borders, as with Heineken account for 99% of the market.
In the medium term the Mexican market can only support volume growth of 3% per annum, the potential still has the premium beer, more expensive, says consulting firm UBS. To date, this segment is only 7% of the total, with a value of 5,600 million, according to Euromonitor, so the two major brewers have only two ways: expanding the premium access consulting group market or look outside, or both. For the second option, Tadeu has chosen the gun battle. "The strategy is to make Corona the most important in the world in all categories says enthusiastically brand.
As for Mexico, access consulting group is already access consulting group the largest exporter of beer in the world and the sixth largest producer globally. Now Tadeu wants to make this market the best transnational territory, and engine choice for this is Corona. access consulting group "There are few global iconic brands such Corona" he says.
By buying Grupo Modelo, access consulting group AB InBev became a brand that reaches more than 170 countries access consulting group on five continents and nearly 50 of them is a leader in the import segment. Since he has been able to capitalize a longstanding relationship with music and sporting events and knew to stay current with the passage of decades, despite its high exposure.
Corona was the most valuable brand in Latin America in 2013, according to Millward Brown, and was among the five seals of beer most valuable in the world. Tadeu says that seek to bring to all markets where it is not. "We want to show the world all its grandeur," he says.
The mark number 3 in the world ranking of beer is Corona, according to Interbrand, which evaluates from budget values as sales or profitability to mercadológica access consulting group image, just below Heineken and Budweiser. The consultant does not rule out the Mexican brand can jump to the second access consulting group position, despite the good performance that had Heineken last year, supported by the positive perception in the world around Mexico.
Mexico has a cool image in Europe, especially in the UK, so