This company profile of Grupo Modelo reveals the unethical practices of the world’s largest beer producer in Mexico. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception – the Dubious Five strategies.

INTRODUCTION

Grupo Modelo is a Mexican brewery founded in 1925 in Mexico City. The company produces and distributes a portfolio of beer brands that includes Corona Extra, Modelo Especial, Pacifico, and Negra Modelo, among others. Its operations cover both the domestic market and international exports.

Since 2013, Grupo Modelo has been fully owned by Anheuser-Busch InBev, the world’s largest brewing company. Under AB InBev’s ownership, Grupo Modelo continues to operate as a key subsidiary in Mexico, with its brands distributed in more than 180 countries worldwide.

FACTS ABOUT GRUPO MODELO

• Net revenue: not available
• Gross profit: not available
• Net profit (2022): MXN125 Million
• Marketing spending: not available
• Lobbying costs: not available
• Number of employees (2022): 5,907
• Market share: not available
• Parent company: AB InBev

Brands

Beers

Imported brands

• Budweiser
• Bud Light
• Michelob Ultra
• O’Doul’s
• Stella Artois

MANAGEMENT TEAM AND BOARD OF DIRECTORS

• Daniel Cocenzo, President (CEO)
• Raúl Escalante, Vice President of Legal and Corporate Affairs
• Felipe Ambra, Vice President of Marketing
• Fabiano Lordelo, Vice President of Sales
• Dicky Saa, Vice President of People
• Ricardo Falcón, Vice President of Own Business & TADA
• Lorena Madrid, Vice President of Finance
• Manuel Afonso, Director of Logistics
• Alejo Gutiérrez, Vice President of Commercial Integration
• Crístian Benes, Vice President of Procurement & Sustainability
• Felipe Aragao, Vice President, Go-To-Market

Front Groups

• Cerveceros de México (Mexican Brewers Association)
• Cámara Nacional de la Industria de Restaurantes y Alimentos Condimentados (CANIRAC) (National Chamber of Restaurants and Seasoned Foods Industry)