The Crowning of Modelo

Dear Client:  "We are going to have the industry's biggest brand right here in this room," Jim Sabia declared over a live band playing Morricone's L'estasi dell'Oro. "Our goal is to have Modelo Especial become the number one beer by dollars in the U.S."  After a pause, he added, "This is real, this is attainable, and this is going to happen," to enthusiastic cheers from the crowd. The master marketer, who now serves as evp and president of Constellation Brands