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Importers get Pacifico.

Importers get Pacifico

Procermex, Inc., recently announced the transfer of sales and marketing responsibilities for Pacifico Beer from Consolidated Pacific Brands, Inc., to Barton Beers, Ltd., and Gambrinus Importing Co., importers of Corona.

"Consolidated Pacific Brands, Inc., has done an excellent job positioning Pacifico in the competitive U.S. imported beer market," said Roberto Viejo, president, Procermex. "In spite of declining volume for imports in 1988 and 1989, the Pacifico brand grew by two percent under the capable direction of Consolidated Pacific Brands, Inc."

The Pacifico brand is produced by Cerveceria Del Pacifico in Mazatlan, Mexico, a member of the Modelo Brewing Group, brewer of Corona Extra.

"Consolidating responsibilities for all Modelo brands provides economies and efficiencies beneficial to Pacifico and each of the Modelo includes a reduction of the number of wholesalers in the industry. This makes it increasingly difficult for small suppliers to compete against the resources of the large importers and domestic brewers."
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Title Annotation:Pacifico Beers sales transferred from Consolidated Pacific Brands Inc to Barton Beers Ltd. amd Gambrinus Importing Co.
Publication:Modern Brewery Age
Date:Sep 3, 1990
Words:156
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