Gambrinus will sell about 3.8 mil bbls or 52 mil cases of Modelo products out of over 100 mil total Modelo cases sold in US, and will be up 18% in 2001, based on 10-mo trends, director of sales Don Lake told natl sales conference. And 2001 caps 5-yr rise of 300% for Gambrinus Modelo volume. It is also 3d consecutive yr of double-digit growth for every Modelo brand in Gambrinus territory. Corona Extra will sell about 84 mil cases nationwide, 46 mil in Gambrinus territory. Corona 12-packs are #1 beer package in supers. Meanwhile, Modelo Especial will sell about 7 mil cases. Corona Light up 30% in Gambrinus territory and will sell near 6 mil cases nationwide, estimates INSIGHTS. Pacifico will sell about 3 mil cases (2.5 mil in Calif) and Negra Modelo at around 2 mil cases. Gambrinus still sees lotsa upside potential: execs focused on distribution gaps, underdeveloped convenience store biz and Corona Light opportunities. Modelo brands will receive about $25 mil in natl tv spending in 2002, about same as in 2001, said director of mktg Ron Christesson. But other local media spending will increase, in some cases "dramatically." Top 3 distribs sell over 30% of Gambrinus Modelo volume, according to numbers Don gave. Number 1 Manhattan Beer will sell 10 mil cases of Modelo products in 2001. Gold Coast will sell 4 mil cases in south Fla and Peerless will sell 2 mil cases in northern NJ. Modelo products have about 15 share in Peerless territory, Don added. Unstated, but Young Wholesale in Atlanta will sell over 1.8 mil cases and Reyes family in DC and Va will sell about 1.5 mil cases. Means top 5 Gambrinus distribs will sell over 19 mil cases, 37% of 52 mil Gambrinus cases of Modelo. (None sells AB.) Gambrinus, which sells Modelo in half of US, will sell over 8 mil cases of non-Modelo brands nationwide, INSIGHTS estimates. Moosehead and Petes each around 2 mil cases, said Gambrinus execs. Moosehead up double-digits; Petes still down in 2001, but up 3 mos in a row. Bridgeport up 29% on tiny base. Shiner Bock up mid-single digits.
Gambrinus Modelo Brands Up 18% in 2001; Will Total Around 60 Mil Cases of All Products
Publishing Info
- Newsletter: Beer Marketer's INSIGHTS
- Published: 11/18/2002
- Volume: 32
- Issue #: 21