2016 Schedule

Interactive: March 11–15  •  Film: March 11–19  •  Music: March 15–20

How a Mexican Beer Courted the “Mercado General"

Monday, March 14
3:30PM - 4:30PM

Hilton Austin Downtown
Salon K
500 E 4th St


Marketing to a Latino audience can be a challenge for even the biggest brands. But what happens when you’ve got the opposite situation? Modelo Especial is a beer brand experiencing unprecedented growth in the US largely thanks to the growing Hispanic demographic. But how do you encourage General Market drinkers to try a Mexican beer that’s actually been around for 90 years. And as a brand, how do you live in two worlds; maintain your authenticity and existing consumer base while courting an entirely new category of beer drinkers? Join Constellation Brands and Ogilvy & Mather as we talk about how we made the Modelo Especial story “special”, not schizophrenic.

Hashtags: #sxsw #modelbeer


Chase Turner at SXSW

Chase Turner

Creative Strategist


Runs creative strategy for the hugely influential Tumblr platform, overseeing all priority brands in the Midwest. Pitched and onboarded over 50 brands. Responsible for using the Tumblr platform to ...

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David Hernandez at SXSW

David Hernandez


Ogilvy & Mather

David Hernandez
Executive Creative Director, Ogilvy Chicago: ogilvy.com
Owner and Reluctant Innkeeper, Camp Wandawega: wandawega.com
Co-founder, iKeedo, disruptive micro-donation platform: ik...

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Raul Ruiz at SXSW

Raul Ruiz

Sr Brand Mgr, Modelo Especial

Constellation Brands

Marketing guru building brands and touching the lives of consumers. Currently Sr. Brand Manager for Modelo Especial targeting urban millennials across the U.S. market.

Sam Spratlin at SXSW

Sam Spratlin

Creative Dir


Sam Spratlin is an award-winning integrated creative director with expertise in all areas of marketing communications. He prides himself on big thinking that spans traditional, digital and social m...

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