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Pacifico is already makin' major growth waves, but Constellation plans to take it up several notches in the next 5 yrs. Co expects to more than double volume to 75 mil cases/yr (~5.44 mil bbls) by 2030, evp and managing director of STZ's beer division, Mallika Monteiro, and senior veep of brand mktg, Greg Gallagher, shared during day 2 of co's Gold Network Summit. That's following a major leap since 2020, nearly tripling depletions from 11 mil to 29 mil cases by 2025. Depletions grew 19% in the last yr alone, Mallika shared, up more than 4.5 mil cases. It grew in every state including double-digit gains in 38 states and top-10 share gains in 15 states. And Pacifico became a top-10 draft brand nationally, posting the 5th-largest share gain across draft & package in tracked on-prem channels, Greg added. Already #16 Brand by Volume All-Channel in 2025; #7 or 8 by 2030 If It Hits Target; Modelo Vibes Cracking 2 mil bbls for the first time last yr, Pacifico became the 16th-largest brand by volume all-channel, INSIGHTS estimates, surpassing Busch regular, Stella Artois, Yuengling Lager and Truly brand fam in the last yr. And it's currently on track to fly past next in line this yr, Keystone Light and Miller High Life, and rival Coors Banquet. In scans, it's already #11 brand by $$, slightly ahead of Coors Banquet. At 75 mil cases/yr, Pacifico would become the 8th-largest brand in the industry, co figures. Perhaps even closing in on, or surpassing, Budweiser for #7 brand nationally if Bud continues to slip, INSIGHTS notes.Pacifico brand keeps giving Modelo vibes, execs, distribs and retailers pointed out thruout the mtg. In fact, it's about the same size that Modelo Especial was in 2010, but growing at a faster pace into early 2026 than Modelo was back then, Greg commented. Indeed, Pacifico volume accelerated to +27% YTD thru Feb 22 in Circana multi-outlet + convenience channels. Even in CA, where Pacifico is the #2 brand behind only Modelo Especial, Pacifico has just 63% brand awareness across the state, Mallika shared separately, underscoring the oppy to raise the bar nationally. "We have the momentum," and Constellation's "throwing gas on this" to become "a true industry powerhouse," Greg emphasized.17% Media Increase Includes 35% Lift on Natl Media; Still 90% on Digital; New Taps & Mini Packs STZ is boosting Pacifico marketing to new levels as well. It'll increase total media spend by 17% this yr with a big emphasis on natl media, which will see a 35% lift vs yr ago, backed by an all-new campaign and bigger presence with extreme sports assets like Shaun White's Snow League and World Surf League, Greg shared. Digital will remain 90% of Pacifico's overall mktg $$ mix. Certain key mkts like CA will see particularly "big presence" thru strong local media investments. Pacifico presence continues to "expand geographically," Greg added. Plus, there will be a new influencer roster, summer retail program, new tap handle, and more Spanish language POS tools "than ever before" as part of new "Thirst For Living" campaign encouraging consumers to "choose yellow." And last but not least, Pacifico is bringing 7oz bottles to the mix as STZ's leaning into miniature pack sizes across more brands with its "industry-leading lineup of small SKUs," said Greg. Across total beer, smaller pack sizes grew 6% last yr, he noted.

STZ Has "Huge Ambitions" for Pacifico to Hit 75 Mil Cases by 2030; 17% Media Increase in 2026

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