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GO $DKAM$ Forbes México - Noviembre 10, 2015
http://www.forbes.com.mx/grupo-modelo-adquiere-dos-cerveceras-artesanales-en-mexico/

Grupo Modelo acquires two craft breweries in Mexico
a company strategy to diversify its portfolio in the Republic

Mexican and reach new markets. Model group also wants crowned in the craft beer market.
Not just enough to be crowned in the traditional beer market. Grupo Modelo, through a subsidiary, acquired Mexicana Brewery and Tijuana Brewery, craft brewers that are located in Baja California.

"The acquisition of the assets of the two breweries an opportunity to strengthen brand presence in Mexico and abroad," company sources said Forbes Mexico, who did not specify the amount of the transaction.

Model includes the purchase of brands and assets of the two Mexican companies, which is no small matter for the opportunity it offers to corporate diversification of its offer in Mexico and other countries.

Mexicana has the Mexicali Brewery, Pilsner, Light Mexicali, Mexicali Dark, Day of the Dead, Red Pig, Chili Beer, Rio Grande and San Miguel brands, which are marketed primarily in the United States as well as in Australia, Japan France, Italy, UK, Spain and New Zealand.

On the other hand, Tijuana Brewery brews Light Tijuana, Tijuana Güera, Morena Tijuana, Rosarito Beach, Bufadora, Brava and Xolos, marketed in Mexico, Czech Republic, Japan, Switzerland, Hong Kong, Israel, Australia and Canada to name a few regions.

To this day, Grupo Modelo negotiations with the two breweries acquired are kept in terms of confidentiality.

In 2013, craft beers reached only 0.05% of the domestic market, a figure that could climb to 3% or 5% in the coming years, analysts say.

The beer market in Mexico was valued at 21.795 million dollars in 2012, according to data firm Euromonitor International.

The craft segment of the beer industry could have growths that reach up to 200% per annum, said in 2012, Jaime Abreu, president of the Brewery Association of Mexico (Acermex).

Grupo Modelo's strategy is to seek greater presence and better positioning of brands of Mexican beer in foreign markets, while continuing with the marketing of Mexican craft beers through its e-commerce platform Beerhouse.

Beer House is an internet platform that allows Mexican consumers buy premium packages and microbrews an offer that includes 53 brands from Europe, United States and Mexico, according to publicized on the website www.beerhouse. mx.

Among the brands are Minerva, Tempus, Azabache, Malafacha, Cucapá, Stella Artois, Hoegaarden, Hertog Jan, to name a few.

Mexico is the leading exporter in the world of craft beer to go with the product manufactured in the country to more than 180 countries.

The ability to model could make the difference in the market for craft beers. In 2013, the Belgian company AB-InBev acquired all of Grupo Modelo by 20,100 million dollars (mdd).

Grupo Modelo has an installed capacity of 61.5 million hectoliters of beer annually and produces 14 brands, including Corona Extra are, Modelo Especial, Victoria, Pacifico and Negra Modelo.

Currently, the brewery produces more than 78 million hectoliters per year, while generating 55,000 direct jobs and 2.5 million indirect jobs.

Read the full business strategy of Grupo Modelo in Mexico next edition of Forbes, published on November 15.