How a Mexican Beer Courted the “Mercado General"

Marketing to a Latino audience can be a challenge for even the biggest brands. But what happens when you’ve got the opposite situation? Modelo Especial is a beer brand experiencing unprecedented growth in the US largely thanks to the growing Hispanic demographic. But how do you encourage General Market drinkers to try a Mexican beer that’s actually been around for 90 years. And as a brand, how do you live in two worlds; maintain your authenticity and existing consumer base while courting an entirely new category of beer drinkers? Join Constellation Brands and Ogilvy & Mather as we talk about how we made the Modelo Especial story “special”, not schizophrenic.