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Corona's brewer now eyes Europe.

Corona's brewer now eyes Europe

The Modelo Brewing Group, brewer of the Corona line of beers, is taking on some of the toughest competitors in the world -- the brewers of Europe -- as it strives to grow through the '90s.

The firm's second "Worldwide Importers Meeting," to be held April 28-May 1, will concentrate on mapping strategies for increasing market penetration around the globe, but with special emphasis on Europe, since opening distribution in Brussels last year.

According to Roberto Viejo, president, Procermex, the marketing affiliate of the Modelo Group, 17 international importers from 15 countries will meet in Guadalajara, Mexico, to compare notes on successful marketing tactics and campaigns to develop a global marketing strategy.

"We want to continue this market penetration in our existing markets, especially the U.S., and expand into new markets, notably Europe, where we recently opened import offices," Viejo said.
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Title Annotation:beer brand; Modelo Brewing Group
Publication:Modern Brewery Age
Date:Apr 29, 1991
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