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AB InBev Takes On Modelo Brands In U.S. With Launch Of Montejo

August 7, 2014

Anheuser-Busch InBev is set to launch a new brand in the U.S. market’s thriving Mexican beer category. The brewing giant will introduce Montejo—produced by AB InBev subsidiary Grupo Modelo—in California, Texas, Arizona and New Mexico starting in September. The newcomer will go head-to-head with fellow Modelo brands Corona and Modelo Especial—which are controlled by Constellation in the U.S. market—as well as Heineken’s Mexican stable, including Dos Equis and Tecate. Mexican beer shipments to the U.S. rose 4.6% in 2013, according to Impact Databank, comprising 58% of the total imported beer market.

Additionally, AB InBev is planning to shift management of its premium craft and imported beers from its U.S. headquarters in St. Louis to a new divisional office in Chicago, Advertising Age reported on Tuesday. While there were no details on the exact timing of the move or exactly where the new offices will be located, the Chicago division reportedly will be headed by Felipe Szpigel, who’s set to relocate from New York, where he’s been vice president of trade marketing. Adam Oakley, the St. Louis-based vice-president of import, craft and specialty brands, is also expected to move to Chicago. Ad Age also reported that Rob McCarthy, brand vice president for Bud Light, will leave the company by Labor Day. He will be replaced by Alexander Lambrecht, who had been a brand director in the Asia Pacific region.

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