Drinking Corona had become a fad, as a number of consumers simply tried the beer then returned to their usual domestic brand. Its growth was a flash explosion, rather than something sustainable. Lacking market data, Gambrinus and Barton did not really know who was buying Corona and why. Corona eclipsed Canada ’s Molson as America ’s number two imported beer and appeared poised to pass the Netherlands ’ Heineken, which according to the beverage industry publication Impact had been the top selling import since the repeal of Prohibition in 1933.Ĭorona, however, would become a victim of its own success. The beer was so popular that in many instances it had to be rationed to bars, restaurants, and stores. Corona continued its extraordinary growth during 1987, reaching 20 million cases sold, with Barton distributing the beer throughout its 25-state territory and Gambrinus only selling in Texas and five eastern states. of Chicago controlled the rest of the country. Alvarez was granted Corona distribution rights in Texas and 24 eastern states. It was in 1986 that Alvarez left Modelo to distribute Corona on his own, creating The Gambrinus Company, named after the mythic Flemish king known for his love of beer. A year later 13 million cases of Corona were sold in the United States. By 1985 sales reached five million cases. First imported to the United States in 1981, Corona caught on mostly with a younger demographic and soon enjoyed explosive growth. He convinced Modelo to sell its Corona Extra beer outside of Mexico. By the late-1970s he had risen to become the company ’s export director. He went to work for the Modelo brewery, located in Mexico City, starting out in the sales department. The founder and owner of The Gambrinus Company, Carlos Alvarez, grew up in Acapulco, Mexico. The company owns America ’s number two craft brewer, Pete ’s Brewing Company, maker of Pete ’s Wicked Ale. Gambrinus expanded beyond the distribution side of the business in 1989 when it began to purchase small specialty breweries. Canada ’s Moosehead beer became the company ’s first nationally distributed import. Gambrinus is licensed to distribute Corona in Texas and the states east of the Mississippi River. It is now America ’s top imported beer, after surpassing Heineken in 1997. The company is owned by its chief executive officer, Carlos Alvarez, who was instrumental in introducing the Mexican beer Corona Extra to the United States. Private Company Incorporated: 1986 Employees: 300 Sales: $425 million (1999 est.) NAIC: 42281 Beer and Ale Wholesalers 31212 Breweriesīased in San Antonio, Texas, The Gambrinus Company imports, brews, and distributes beers on a regional and national basis.
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