US-based Constellation Brands has launched Casa Modelo, a new master brand house and portfolio-approach for the Modelo family of brands.

Casa Modelo will not only establish Modelo as a Mexican brewer, but will also enable more effective cross-promotion and awareness-building for each Modelo brand.

Constellation Brands vice-president of marketing for the Modelo brand Ann Legan said: “With the growth of our Modelo beers in the United States, this familial alignment of our Modelo brands under Casa Modelo opens up great opportunity to look toward the future and welcome more products into the family.

"We look forward to continued growth of Casa Modelo while maintaining the integrity of the beer our consumers already love."

“We look forward to continued growth of Casa Modelo while maintaining the integrity of the beer our consumers already love.”

Modelo will bring its complete portfolio, including Especial, Negra and Chelada, under one roof with a new advertising campaign, unified packaging and new point-of-sale at retail.

Negra Modelo will be renamed Modelo Negra and showcase a fully redesigned package. Especial and Chelada will feature smaller packaging changes.

Ingredients and brewing processing will, however, remain the same to ensure the integrity of the liquid.

The new Casa Modelo packaging will be available at retail shelves this month.