Get Ready for Cinco de Mayo 2020

During the week of Cinco, Americans spend more than $735 million on beer and most of those purchases are Mexican imports.

 

The Stats

In 2019…

• Mexican beer imports were up 3% through April 2019, to about 8.4 million barrels, according to the Beer Institute.
• Mexican Imports grew, up +5.4% during Cinco de Mayo 2019 in the on-premise.
• Last year, Cinco de Mayo was a top holiday selling period for beer in the on-premise, with Mexican Imports contributing $454MM to the imported beer category.

The Brands: A Celebration of Beers from Mexico

Off-premise, Casa Modelo and the Corona brand family contributed 83% off-premise and 70% on-premise of the total Mexican Import dollar sales during Cinco 2019!¹

Corona

• Corona was the most talked about beer on social media on Cinco de Mayo 2019 per Crimson Hexagon.
• Corona is the #1 beer that millennials say best represents Cinco.¹
• ^{Corona 12-pack bottles were the #1 selling beer package during Cinco 2019!2}

1 Collage Group & Constellation Brands Cinco de Mayo Survey 2018; Shopper Sights 2019, Instagram 2019

2 IRI, Total US Multi-Outlet + Convenience

Corona Premier

• At only 90 calories and 2.6g of carbs, Corona Premier fits into the active lifestyles of health-conscious consumers.
• 75% of its volume is sourced outside the Constellation portfolio. There has been little to no cannibalization of Corona Light.

Modelo Especial

• Modelo Especial has had 10 straight years of double-digit growth.
• Especial was the #1 Import growth driver during Cinco 2019.*
• 12-pk Modelo Especial bottles were the #2 Import package during the week of Cinco last year.*
• This year, Modelo will have a robust, national English & Spanish language TV plan throughout the Cinco promotional period, including presence within NBA playoffs & live soccer, and they will maintain strong social and digital presence.

*IRI Total US Multi-outlet + Convenience

Pacifico

• Pacifico hit 10 million cases in 2019, a #14 national growth driver.¹
• Volume is up 10% nationally, 47% of the growth is from cans.¹
• Pacifico is the #2 share gainer of the top 10 selling Mexican Import brands.¹
• Pacifico is +11% in the on-premise in the buildup to Cinco.²

1 IRI, Total US Multi-outlet + Convenience

2 Nielsen CGA On-premise

Dos Equis

• Dos Equis Lager is the 6th fastest growing draught brand in the on-premise, up +3%.²
• On-premise, Dos Equis Lager ranks within the top 10 packaged beer brands.²
• Dos Equis Lager grew +5.4% in the off-premise during Cinco de Mayo 2019.¹
• Off-premise, Dos Equis Lager yields greater dollar lift during Cinco de Mayo versus other leading Mexican Imports.¹

Tecate

• Tecate package volume (+2%) and rate of sale (+3%), continue to grow in the on-premise.²
• Tecate experienced 1.5 times greater dollar lift versus Import segment off-premise when on display during Cinco de Mayo.³
• Core Tecate multipacks continue to grow, including 6-pack (+2%) & 12-pack bottles (+3%), and 24-pack cans (+21%) in grocery.⁴

1 Nielsen Total US FDCM+, 2 we 5.11.19

2 Nielsen CGA Total US On-premise ($ Vol) 52 we 11.2.19

3 Nielsen Total US Grocery, 2 we 5.11.19

4 Nielsen Total US FDCM+, 26 we 1.18.20

Sol

• Sol partnered with street artist Spaik45 this year to create new, Cinco de Mayo 12-pack packaging.
• Thematic artwork created by Spaik45 will adorn sunglasses and tote bags that can be used for on-premise events.