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Constellation Targets Tequila, Sees Modelo Especial Potentially Overtaking Corona

June 7, 2013

Constellation Brands is reportedly eyeing an entry into Tequila. Speaking to the Wall Street Journal in recent days, Constellation CEO Rob Sands said the group would like to develop or acquire a Tequila brand to complement its lineup of Mexican beers in the U.S. market, including Corona, Modelo Especial and Victoria, among others.

Sands added that he sees fast-growing Modelo Especial potentially overtaking Corona as the largest of its Mexican brews within five years. Such a development would be remarkable, even considering Modelo Especial’s extended run of rapid growth. Corona, the largest imported beer in the U.S. market, depleted 100.6 million (2.25-gallon) cases in 2012, according to Impact Databank. Modelo Especial, which has averaged about 15% growth the past three years, rose to 39.8 million cases last year.

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