US: Crown Imports unveils Pacifico's first national ad campaign

By | 14 August 2012

Click through to view Pacificos Facebook page

Click through to view Pacifico's Facebook page

view 1 related image

Pacifico is to get its first national advertising push in the US, brand owner Crown Imports has announced. 

Crown Imports, a marketing distribution JV between Constellation Brands and Pacifico brand owner Grupo Modelo, said the “State of Pacifico” campaign will include online, outdoor and experiential "elements". The initiative will roll-out in the US from next Monday (20 August). 

The company did not reveal how much is being spent on the campaign. 

Crown Imports claims the beer is the "choice of surfers". “Pacifico has made a home for itself on the beaches of the west coast but its growing popularity shows that it can play uptown or downtown, on either coast, and everywhere in between,” said Jim Sabia, Crown Imports' CMO. 

For the campaign, Pacifico’s Facebook page will allow users to virtually explore “locals-only” hangouts, including Arroyo Tapiado Mud Caves in San Diego, Niland’s Salvation Mountain and Wacko Soap Plant in Hollywood. 

The brand is posting double-digit growth in the year-to-date boosted by its expansion on draught, Crown Imports said. On draught, Pacifico is now available in 37 states, while bottles are on the market in all 50 US states, the company said. 

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: Constellation, Grupo Modelo

There are currently no comments on this article

Be the first to comment on this article

Related research

Constellation Brands Inc (World)

With the sale of its European and Australian segments and a fall from first place to third in global wine volume share, Constellation Brands needs a growth strategy and a plan to escape its almost total reliance on the US. In this report, Euromonitor...

Constellation Brands Inc (Wine)

With the sale of its European and Australian segments and a fall from first place to third in global wine volume share, Constellation Brands needs a growth strategy and a plan to escape its almost total reliance on the US. In this report, Euromonitor...

Grupo Modelo SA de CV in Beer (World)

Grupo Modelo was the seventh largest global brewer in 2011. The company is the leading player in its domestic Mexican market, and its Corona Extra brand is exported to 180 countries. Modelo is well placed for future growth in Mexico, and should be ab...

Related articles

US: Constellation Brands requests role in DoJ Modelo battle

Constellation Brands has requested to be part of the US legal case aimed at blocking Anheuser-Busch InBev's proposed takeover of Grupo Modelo.

Comment - Wehring's Way: SABMiller & Kingway - Have You Got What You Paid For?

We journalists do like a good adjective. Honestly, you can't beat a strong descriptor to get a reader's attention. So, when an analyst suggested that SABMiller's CR Snow JV had paid an "eyewatering" price for Kingway Brewery in China, a lot of us journos sat up and took a sip of coffee.

US: Anheuser-Busch InBev call option concession "not enough" for DoJ - analyst

Anheuser-Busch InBev's offer to forgo a 10-year call option in its Grupo Modelo takeover has been rejected by the Department of Justice, an analyst has claimed.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page