The executive explained that the United States receives 97% of Mexican beer shipments, and of that percentage, 90% corresponds to Constellation Brands, which began operating in Mexico in 2013, after acquiring the rights to market the brands of Model group in the US market.
Construction of the plant progresses
After the cancellation of the plant in Mexicali, the company began with the construction of a new complex at the end of last year in the municipality of Veracruz, in the Antigua Hacienda de Santa Fe. For now, the company is in the process of processing permits and the foundation of the 300 hectares of the complex.
Baima commented that, although the project for the construction of the plant is advancing in a timely manner, environmental permits and licenses are currently being processed, for the purchase of land and for soil movement and construction. The investment for this brewery remains at $1.3 billion.
Constellation Brands reported in the past that the new plant will add between 25 and 30 million additional hectoliters of total capacity and also considers the expansion and continuous optimization in the other plants of the company in Nava and Obregón, which is considered within the investment of 5,500 million pesos that will be executed by 2026, and that was announced last year.
“Soon, depending on the program, we are going to see the structure raised so that it can be seen from the highway,” Baima said without giving a date for the departure of the first beer production in Veracruz.
The company has not yet determined what they will do with the Mexicali plant site, which was canceled in 2020, although one of the actions is the relocation of some of the structures and other assets to the plants in Nava, Coahuila and Obregón, Sonora.
Model surpasses Corona Extra in the US
Model took the throne from Corona as the best-selling Mexican beer in the United States. The beer brand ranked second in sales in that market after Budweiser, while Corona ranked fifth, according to the president of Constellation Brands.
By sales volume, Modelo Chelada is the third best-selling brand in the United States in the portfolio marketed by Constellation Brands, which also expects a boost for brands such as Victoria and Pacifico.
“We promoted Modelo Especial through a campaign and today it is our most relevant brand in the United States. The big bet this year is Modelo Oro, which is a low-calorie, light version”, he concluded.