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Gambrinus notes fourth-quarter rise in Corona sales.

Gambrinus Importing Co. reported its third consecutive quarterly increase in sales of products from Mexico's Modelo Brewing Group. Sales of the products during 1991's fourth quarter, a Gambrinus spokesperson said, were up 10 percent when compared to the same period in 1990.

The importer added that the Corona family had an overall improvement of five percent for the year. According to Gambrinus, the growth has been attributed to the company's decision to absorb the federal excise tax invoked last January.

"We've also made an aggressive statement with our advertising and marketing programs over the last year," said Carlos Alvarez, Gambrinus' president. "Because of that, we sold over 287,000 more cases this year than in 1990. Our decision to absorb the f.e.t. was controversial, but is was clearly the right move. The future looks bright."

Total year-end sales of Modelo products were up over five percent for Gambrinus, noted Ron Christesson, Gambrinus marketing director. The brewers' Negra Modelo, Modelo Especial, and Pacifico Clara each posted triple-digit percent increases in 1991. The jump, Christesson concluded, was due largely to "new geographical distribution and retail penetration, as well as continued growth in established markets."
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Title Annotation:Gambrinus Importing Co.
Publication:Modern Brewery Age
Date:Feb 24, 1992
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