JWT set to handle pan-European account for Corona Extra

Mexican beer brand Corona is understood to have appointed JWT to handle its pan-European ad business for its flagship Extra brand.

Produced by Mexican brewer Grupo Modelo, the beer is distributed by Wells & Young Brewing Company in the UK.

It is believed that JWT pitched against a number of undisclosed agencies, following a brief that came out of Spain, and that talks were held in Spain last week.

Corona has not been investing much in its above-the-line advertising. Instead, it is placing a greater focus on below-the-line and experiential marketing activity, including the sponsorship of the World Superbike Championship. The appointment of JWT could signal the brand’s intention to grow aggressively in the region.

Grupo Modelo dominates the Mexican beer market with a 62% share, while internationally the US is the brewer’s largest export market. There it has performed strongly since the early 1980s.

Corona Extra was first produced in Mexico City in 1925 by Modelo and is now sold in over 150 countries, covering parts of Africa, Europe, South and Central America, the Caribbean and Canada. It is the top-selling beer in its homeland and one of the top around the world.

While the overall beer market in the UK has become stagnant in recent times, the imported and specialty beer sector remained strong, with reported growth among brands such as Corona, Peroni Nastro Azzurro, Budweiser Budvar, Tiger beer and Leffe Blonde.

Executives at Wells & Young Brewing Company and JWT were unavailable for comment.

JWT recently won the ad accounts for Royal Caribbean Cruises and Blue Dragon, collectively worth over £4m.

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