Modelo Especial importer zones in on U.S. beer drinkers

Crown Imports intends to promote the Mexican lager Modelo Especial to mainstream U.S. beer drinkers in 2008. The brand's multimedia campaign, developed by independent Cramer-Krasselt, includes ads that depict Mayan soldiers carrying a Modelo bottle. "We are trying to create a Mexican beer to be revered," Crown marketing VP Paul Verdu said.

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