Volaris entre las 30 marcas más valiosas de México

TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2017MEXICO

116 117

TOP 30 MOST VALUABLE MEXICAN BRANDS 2017

BRANDZ™ TOP 30 MOST VALUABLE MEXICAN BRANDS 2017

# Brand

Brand Value (US$ Mil.) Brand

Contribution Index

Brand Value

Change 2015-20172017 2015

11 1,568 1,197 3 31%

Beer

12 1,073 1,411 2 -24%

Retail

13 1,051 710 4 48%

Food and Dairy

14 1,047 800 4 31%

Beer

15 1,044 1,042 2 0%

Food and Dairy

16 990 1,940 2 -49%

Banks

17 907 1,107 3 -18%

Retail

18 822 1,236 2 -34%

Banks

19 670 475 3 41%

Airlines

20 612 958 3 -36%

Retail

# Brand


Contribution Index

Brand Value

Change 2015-20172017 2015

1 7,647 8,476 5 -10%

Beer

2 4,598 6,174 3 -26%

Communication Providers

3 4,035 4,423 3 -9%


4 3,593 3,091 2 16%

Retail

5 3,316 3,604 5 -8%

Beer

6 3,269 2,557 3 28%

Retail

7 2,990 2,795 4 7%

Food and Dairy

8 2,294 3,039 2 -25%

Industry

9 2,139 2,207 3 -3%

Banks

10 2,136 3,554 2 -40%


# Brand


Contribution Index

Brand Value

Change 2015-20172017 2015

21 611 1,533 3 -60%

Banks

22 594 555 5 7%

Beer

23 575 - 3NEW

ENTRY

Airlines

24 511 462 3 10%

Retail

25 510 507 5 1%

Beer

26 508 510 5 0%

Beer

27 478 639 2 -25%

Food and Dairy

28 462 469 2 -2%

Food and Dairy

29 390 666 1 -41%

Industrial

30 341 - 3NEW

ENTRY

Beer

Source: Kantar Millward Brown and BrandZ™

Brand contribution measures the influence of brand alone on earnings, on a 1-to-5 scale, 5 being highest.


118 119

KEY FACTS & BRAND STORIES

BrAND VALuE

US$ 50.8 BILLIONTotal Value of Mexican Brands

-11%Brand Value Change 2015 – 2017

KeY FACTS

Annual GDP at Current Prices

Total at current prices: US$ 1,144 trillion (2015)

GDP per capita (annual dollars): US$ 9,009 (2015)

Growth rate: 2.5% (2015)

Country’s share in regional GDP: 21.6% (2015)

Net foreign direct investment: US$ 20.3 billion (2014) US$ 22.1 billion (2015)

Capital City Ciudad de Mexico

Currency MEXICAN PESO

Area 1.96 million km2

Population (thousand) 127,000 (2015)

Population growth rate (annual) 1.3% (2010-2015)

Life expectancy 77 years (2014)

Literacy rate of 15-24 year olds 98.7% (2015)

Unemployment rate 3.8% (2014) 4% (2015)

Sources: CEPAL, Comisión Económica ONU CEPALSTAT – Database and Statistical Publications Financial Times Latin America & Caribbean World Bank Unesco

1

Corona’s strong Mexican heritage has allowed it to surpass geographic frontiers; it is currently sold in over 180 countries.

Corona beer was first launched in 1925; the same year its parent company Grupo Modelo began operations. The brand has a rich history of innovation, having been able to tie itself to Mexican culture through simple, yet iconic communications. It has created strong brand cues that relate it to relaxation and music. The group’s staple brand across the globe, it’s the best-selling Mexican beer in the world and the best-selling import beer in almost fifty of the markets in which it is present.

Founded in 1930, Televisa is the largest communications company in the Spanish speaking world and one of the most important players in the global entertainment business.

Televisa operates four broadcasters in Mexico, produces, distributes and exports contents to the American market through Univision – the leading Spanish speaking media company in the US – and to more than 50 countries through other media partners. Televisa also publishes and distributes magazines, films and owns radio broadcasters around the country.

Telcel is the leader in mobile phone services in Mexico, with approximately 71.5 million users.

Its market share is around 70% of mobiles nationwide. Even when transferring their old number became an option for users, Telcel was a net winner of clients, making it evident to some extent that people value its wide user network, and certainly reflecting the message of its slogan: “Telcel is the Network”. This makes it one of the most important brands for América Móvil, the leader in telecommunications in Latin America, owned by the business tycoon Carlos Slim Helú.

Bodega Aurrerá is a chain of supermarkets in Mexico, created for the lower-income sector of the population.

Its offer includes low prices, embodied in ‘Mamá Lucha’, a masked luchadora who fights high prices and is constantly ‘struggling’ to make it to the end of the month. Bodega Aurrerá is one of the fastest growing business unit of Walmart de México, partly because of its ability to create more flexible store formats such as ‘Mi Bodega’ in small cities, and ‘Bodega Aurrerá Express,’. This latter format is an interesting price-convenience offer that brings high turnover lines to urban locations which competitors using bigger formats find more difficult to reach.

PARENT COMPANY Grupo Modelo, SAB de CVHEADQUARTERS Mexico CityINDUSTRY BeerYEAR OF FOUNDATION 1925WEBSITE www.corona.comBRAND VALUE US $7,647 million

PARENT COMPANY Grupo Televisa, SABHEADQUARTERS Mexico CityINDUSTRY Communication ProvidersYEAR OF FOUNDATION 1930WEBSITE www.televisa.comBRAND VALUE US $4,035 million

PARENT COMPANY América Móvil, SAB de CVHEADQUARTERS Mexico City INDUSTRY Communication Providers YEAR OF FOUNDATION 1989WEBSITE www.telcel.comBRAND VALUE US $4,598 million

PARENT COMPANY Walmart de México, SAB de CVHEADQUARTERS Mexico City INDUSTRY RetailYEAR OF FOUNDATION 1958WEBSITE www.bodegaaurrera.com.mxBRAND VALUE US $3,593 million

2

3 4Source: Kantar Millward Brown and BrandZ™


120 121

BRAND STORIES

5

Founded in 1925 under two brands, Especial and Negra, Modelo was subsequently relaunched as one of Grupo Modelo’s first beers.

Modelo has focused on developing a strong portfolio that spans different beer types and attracts consumers with premium offerings through strong positioning cues. In particular, the use of innovative and differentiated packaging and emotionally charged campaigns that convey the premium quality and uniqueness of the products they promote.

Bimbo is a brand of huge tradition and heritage with a presence in the Mexican market dating back to 1943.

Bimbo’s bakery products are common features in the diet of many families in Mexico. The image of the Bimbo bear and the slogan “with love as always” are widely known by consumers, and their products reach almost every store in Mexico through a comprehensive distribution network. Bimbo also has a significant presence abroad as a result of the expansion of Grupo Bimbo and its portfolio of over 10,000 products to 22 countries.

El Puerto de Liverpool S.A.B. de C.V., commonly known as Liverpool, is a mid-to-high end retailer which operates the largest chain of department stores in Mexico, operating 17 shopping malls. Its 85 department stores comprise 73 stores under the Liverpool name, 22 stores under the Fábricas de Francia name, 6 Duty Free stores, and 27 specialized boutiques.

Its aim is to have people perceive it as “part of their lives”. In order to get closer to consumers, it has expanded to cover a huge area of Mexican territory, innovating with store formats that coexist with shopping centers and malls. This is because Liverpool not only operates its stores, but also controls their construction so that it can create appealing formats. Its income also comes from the lease of premises and financial leases from loans to consumers.

Cemex is a leader in the production and marketing of concrete, cement and other building materials.

Cemex is a well-known name not only in Mexico, where it has over 100 years of history, but also in the rest of the world. It was a local brand that became global, and has been involved in projects from around the world: tunnels in America, highways in Asia, social housing in South America.

PARENT COMPANY Grupo Modelo, SAB de CVHEADQUARTERS Mexico CityINDUSTRY BeerYEAR OF FOUNDATION 1925WEBSITE www.gmodelo.mxBRAND VALUE US $3,316 million

PARENT COMPANY Grupo Bimbo, SAB de CVHEADQUARTERS Mexico City INDUSTRY Food and DairyYEAR OF FOUNDATION 1943WEBSITE www.grupobimbo.comBRAND VALUE US $2,990 million

PARENT COMPANY El Puerto de Liverpool, SAB de CVHEADQUARTERS Mexico CityINDUSTRY RetailYEAR OF FOUNDATION 1847WEBSITE www.liverpool.com.mx BRAND VALUE US $3,269 million

PARENT COMPANY Cemex, SAB de CVHEADQUARTERS MonterreyINDUSTRY IndustrialYEAR OF FOUNDATION 1906WEBSITE www.cemex.comBRAND VALUE US $2,294 million

6

7 8

9

Banorte is a brand that has become stronger in recent years, reflecting its slogan “The strong bank of Mexico”.

Banorte is part of Grupo Financiero Banorte, a Group that successfully completed mergers and acquisitions to become the third largest bank in the Mexican financial system (based on the size of deposits and credits). The bank started operations in its current guise in 1947 but its origins stretch back to 1899, under the name ‘Banco Mercantil del Norte’.

Tecate is a beer brand that was founded in 1944 in the City of Tecate, in the Mexican state of Baja California.

In 1954 Cervecería Cuauhtémoc Moctezuma, a subsidiary of FEMSA (the largest Coca-Cola bottling company worldwide) purchased it. The brand is characterized by innovation in its product presentation – it was the first company to use cans for packaging beer in Mexico. Its communication strategy is focused exclusively on male audiences, which completely differentiates it within the category. Its slogan “For you”, is well known. Tecate has focused its efforts on increasing its presence in sports, including big boxing events, and it is a sponsor for FC Barcelona.

Telmex is the leader in landline phone services, providing services nationwide.

Telmex is owned by Teléfonos de México, a company created in 1947, nationalized in 1972 and re-privatized in 1990. At that point, over 32 billion pesos were invested to set up a wide fiber optic network, connecting people nationwide and to 39 other countries through submarine cable. In 2010, América Móvil purchased 59.5% of Telmex shares.

Oxxo is currently the largest chain store in Latin America, with over 12,850 stores serving almost 9 million customers per day.

Oxxo is owned by FEMSA, the largest Coca-Cola bottling company worldwide. It was founded in Monterrey in 1978. The brand is focused on building the country’s convenience store presence; it sells everyday products but has also expanded its portfolio to services such as bus tickets and pay as you go mobile phones.

PARENT COMPANY Grupo Financiero Banorte, SAB de CVHEADQUARTERS Mexico CityINDUSTRY BanksYEAR OF FOUNDATION 1947WEBSITE www.banorte.comBRAND VALUE US $2,139 million

PARENT COMPANY Cervecería Cuauhtémoc Moctezuma, SA de CV (subsidiary of Heinkenen International NV)HEADQUARTERS Monterrey, Nuevo LeónINDUSTRY BeerYEAR OF FOUNDATION 1944WEBSITE www.tecate.com.mxBRAND VALUE US $1,568 million

PARENT COMPANY América Móvil, SAB de CVHEADQUARTERS Mexico CityINDUSTRY Communication ProvidersYEAR OF FOUNDATION 1947WEBSITE www.telmex.comBRAND VALUE US $2,136 million

PARENT COMPANY Fomento Económico Mexicano, SAB de CVHEADQUARTERS Monterrey, Nuevo LeónINDUSTRY RetailYEAR OF FOUNDATION 1978WEBSITE www.oxxo.comBRAND VALUE US $1,073 million

10

11 12


122 123

BRAND STORIES

13

Gruma, S.A.B. de C.V., known as Gruma, is a Mexican multinational corn flour and tortillas manufacturing company headquartered in Monterrey. Its brand names include Mission (Misión in Mexico), Guerrero and Maseca. The latter is Mexico’s leading corn flour brand - the base ingredient for tortilla, one of the country’s food staples.

The brand was launched following Gruma’s foundation of the first nixtamal flour facility in the world, in 1949. Beyond its home territory, Maseca is also an important player in European, African and Middle Eastern corn grits markets. The brand has been built upon superior quality and the omnipresence of the tortilla across the nation.

To bake loads of fine cakes for everyone to enjoy anytime they want, that´s what Marinela´s founder aimed when creating the company in 1954. It soon began producing convenient bakery-style birthday cakes packed with matches to light the candles. These were followed by slices and individual-sized cakes sold without packaging in paper baking cups.

With this mission in mind, ‘Gansito’ was created as Mexico’s first industrially manufactured cake. Gansito was so successful that when Bimbo purchased Marinela, the latter maintained an exclusive distribution means for its best-selling product. In 1980 the brand expanded to the United States, and in 1992 entered the South American market.

“El Sol” was first launched in 1899 as a popular beer for the working class.

In 1912 the brand was acquired by Cervecería Moctezuma and its name changed simply to Sol. In 1980 it began its successful expansion, first in the United Kingdom, then progressing to more than 50 countries in Latin America, Europe, Asia and the Middle East. Its brand portfolio comprises several sub-brands such as: Sol, Sol Cero (the first non-alcoholic beer in Mexico), Sol Clamato (beer with tomato juice) and Sol Limón (beer with lemon and salt). Sol’s marketing activities has focused on sponsoring Mexican soccer clubs since 1993, but recently it has also ventured into music festivals.

Banco Inbursa, previously known as Inversora Bursátil, was formally created in1992.

It was formed as a result of the government authorizing the creation of new banks in order to promote competition in the financial sector. It is a subsidiary of Grupo Financiero Inbursa, which was created in 1985. Other subsidiaries of the Group include Seguros Inbursa, purchased in 1984 when they were known as Seguros México. The company is owned by Mexican billionaire, Carlos Slim.

PARENT COMPANY Gruma SAB de CVHEADQUARTERS Mexico City INDUSTRY Food and DairyYEAR OF FOUNDATION 1949WEBSITE www.gruma.comBRAND VALUE US $1,051 million

PARENT COMPANY Grupo Bimbo, SAB de CVHEADQUARTERS Mexico City INDUSTRY Food and DairyYEAR OF FOUNDATION 1954WEBSITE www.marinela.com.mxBRAND VALUE US $1,044 million

PARENT COMPANY CM/HeinekenHEADQUARTERS 1899INDUSTRY BeerYEAR OF FOUNDATION 1899WEBSITE www.sol.com.mxBRAND VALUE US $1,047 million

PARENT COMPANY Grupo Financiero Inbursa, SAB de CVHEADQUARTERS Mexico CityINDUSTRY BanksYEAR OF FOUNDATION 1992WEBSITE www.inbursa.comBRAND VALUE US $990 million

14

15 16

17

Sanborns has grown from a single pharmacy into a large department store chain.

Sanborns offers a restaurant and bar, and a selling space that includes a wide variety of departments such as jewelry, bakery, book store, electronics, and pharmacy. Founded in 1903 as a small pharmacy, the format first expanded by adding a soda fountain, in 1918. It opened its first branch (La Casa de los Azulejos – a building that became a tourist attraction in Mexico City because of its architecture) in 1919. It was acquired in 1985 by Grupo Carso, and in 1999 Grupo Sanborns was created, connecting Sanborns to brands such as Sears, iShop and Mix Up.

Originally a government owned company, Aeroméxico began operations in 1934. Today, it is the country’s leading airline.

A founding partner of SkyTeam (a global airline alliance), Aeroméxico operates the largest network of routes in Mexico. It provides more than 616 daily flights, flying to 44 domestic and 35 international destinations from the country. The brand focuses primarily on the needs of business travelers by aiming at providing a high-quality flying experience. The U.S. Department of Transportation gave preliminary approval for Delta Air Lines to form a joint venture with Aeromexico for U.S.-Mexico routes. This would allow the two carriers to co-operate on scheduling and pricing, essentially acting as a single airline for the purpose of transborder flights.

Banamex is a long-standing Mexican bank that was an early pioneer of online banking in Mexico.

Created in 1884 when Banco Nacional Mexicano and Banco Mercantil Mexicano merged, it was the first bank to issue banknotes in Mexico. In 1926 it became a financing entity, and established the first branch of a Latin American bank in New York. In 1982 it was nationalized by presidential order, and remained so for nine years. In 2002 it became a subsidiary of Citigroup, and that same year the products and services of Citibank and Banca Confía were merged. In recent years, it has launched products that have revolutionized the market, such as Superservicio Banamex, Tarjetahabiente Cumplido, Cuenta Básica Banamex and Mi Cuenta Banamex. Citigroup has recently unveiled plans to invest US$1 billion in its Mexican business Banamex, and is re-branding as Citibanamex. With this new investment, Citi will equip its branches with smart banking technology and expand operations in major Mexican cities.

PARENT COMPANY Grupo Sanborns, SAB de CVHEADQUARTERS Mexico CityINDUSTRY RetailYEAR OF FOUNDATION 1903WEBSITE www.sanborns.com.mxBRAND VALUE US $907 million

PARENT COMPANY Grupo Aeroméxico, S.A.B. de C.V.HEADQUARTERS Mexico City INDUSTRY AirlinesYEAR OF FOUNDATION 1934WEBSITE www.aeromexico.comBRAND VALUE US $670 million

PARENT COMPANY Banco Nacional de México, SA de CV (subsidiary of Citigroup Inc.) HEADQUARTERS Mexico CityINDUSTRY BanksYEAR OF FOUNDATION 1884WEBSITE www.banamex.comBRAND VALUE US $822 million

18

19


124 125

BRAND STORIES

20

Soriana is a grocery and department store retail chain headquartered in Monterrey, Mexico. The company is 100% capitalized in Mexico and has been publicly traded on the Mexican stock exchange since 1987.

It started in 1905 as a business that only sold fabric, until 1958 when it incorporated a self-service store.

The brand continued to grow but only in the northern area of Mexico until the 1990s, when the decision was made to start operations in the central area of the country. By 2000 there were 100 stores nationwide, and new formats were created for the brand during that decade: the City Club price club and Super City convenience stores. In 2007, Soriana purchased 205 stores from Gigante, at the time one of the country’s dominant supermarket operators. In early 2015, the brand purchased 160 stores from another competitor, Comercial Mexicana. Soriana currently has over 670 stores countrywide.

The strength of Banco Azteca is based upon almost 60 years of credit experience at Grupo Elektra, an unparalleled debt collection system, and state-of-the-art technology that supports solid management practices. With more than 5.2 million savings accounts, Banco Azteca continues showing dynamic growth in every banking variable of significance. In addition to consumer credit for goods (Credimax) Banco Azteca offers credit cards, personal loans, as well as car loans and mortgages, among other types of credit. Through Empresario Azteca it offers small business loans. Additionally, Banco Azteca offers payrolls systems, and as an agent for Procampo, a government agricultural financing program, the bank has reinforced its presence in rural areas.

Banco Azteca currently operates through Grupo Salinas’ stores: Elektra, Salinas & Rocha and Bodega de Remates which together account for more than 3,762 direct customer touchpoints. Recent efforts point towards targeting the middle class with very specific products, and a higher relevance of digital technology in its offer.

PARENT COMPANY Organización Soriana, SAB de CVHEADQUARTERS Monterrey, Nuevo LeónINDUSTRY RetailYEAR OF FOUNDATION 1905WEBSITE www.soriana.comBRAND VALUE US $612 million

PARENT COMPANY Grupo Salinas SA de CVHEADQUARTERS Mexico CityINDUSTRY BanksYEAR OF FOUNDATION 2002WEBSITE www.bancoazteca.com.mxBRAND VALUE US $611 million

21 22

Victoria beer was first produced in 1865 by Compañía Cervecera Toluca y México, which was purchased in 1935 by Grupo Modelo.

This Vienna-style beer is the longest-standing product in the portfolio of Grupo Modelo. Particularly popular in the regions of central and southern Mexico, it has also been successfully exported to the United States since 2010. Victoria has in recent years re-defined its target market; previously considered a beer for the lower-middle class, its communication efforts are now more focused on young and middle-upper class adults.

Volaris is an ultra-low-cost airline, offering flights in and out of Mexico, the United States, Guatemala, Costa Rica and Puerto Rico.

Volaris offers cheap plane tickets, good quality service and a vast choice of products. It was formed in 2003 when Discovery Americas and Columbia Equity Partners investment funds joined forces with TACA Airlines to integrate a new Mexican ultra low-cost airline that would offer the opportunity of air travel to more Mexicans.

Volaris has the youngest aircraft fleet in Mexico, with an average age of four years; the fleet includes 63 Airbus used for flights to Mexico and the United States. It is listed on the Mexican Stock Exchange and New York Stock Exchange.

PARENT COMPANY Grupo Modelo, SAB de CVHEADQUARTERS Mexico CityINDUSTRY BeerYEAR OF FOUNDATION 1935WEBSITE www.gmodelo.mxBRAND VALUE US $594 million

PARENT COMPANY Concesionaria Vuela Compañía de Aviación, S.A.P.I. de C.V.HEADQUARTERS Mexico CityINDUSTRY AirlinesYEAR OF FOUNDATION 2003WEBSITE www.volaris.comBRAND VALUE US $575 million

23


126 127

24

Superama is the premium store format of Walmart de México, focused on offering quality, convenience and service to consumers.

Superama leverages the medium size of its premises to enable it to operate from locations close to urban consumers, offering carefully selected products. Superama has an innovative streak, as demonstrated when it developed a phone app and internet sales in response to changing shopping trends.

Another beer brand from Grupo Modelo, León positions itself as a young alternative to more ‘adult’ and established brands.

From its origin in Yucatan, León has won important market share elsewhere in the country. It has leveraged its positioning by associating itself with young and urban cultures, especially through music and music festivals. This is an important trend in the market that has pushed brands to participate in ever-more complex branded environments and experience-led marketing efforts.

Produced since 1900 in Mazatlán, an important port on the Mexican northwestern coast, Pacifico is a beer brand from Grupo Modelo’s portfolio.

Pacífico is particularly popular in the Mexican northern states where it has aimed at building a more friend-oriented and relaxed brand image, using campaigns that focus heavily on its distinctive taste and freshness.

Grupo Lala is devoted to the production and marketing of milk and other dairy products.

Established by a small group of milk producers, Grupo Lala now has 18 plants nationwide and 165 distribution centers, delivering products to more than 500,000 points of sale. It also has production plants abroad, in Guatemala and the United States. The main focus of communication is on the group’s huge portfolio of healthy eating products. Marketing propositions are built around taking care of those you love with slogans such as “It is so nice to watch them grow”. Grupo Lala joined the Mexican Stock Exchange in 2013.

PARENT COMPANY Walmart de México, SAB de CVHEADQUARTERS Mexico CityINDUSTRY RetailYEAR OF FOUNDATION 1965WEBSITE www.superama.com.mxBRAND VALUE US $511 million

PARENT COMPANY Grupo Modelo, SAB de CVHEADQUARTERS Mexico City INDUSTRY BeerYEAR OF FOUNDATION 1925WEBSITE www.gmodelo.mxBRAND VALUE US $508 million

PARENT COMPANY Grupo Modelo, SAB de CVHEADQUARTERS Mexico CityINDUSTRY BeerYEAR OF FOUNDATION 1925WEBSITE www.gmodelo.mxBRAND VALUE US $510 million

PARENT COMPANY Grupo Lala, SAB de CVHEADQUARTERS Durango, Mexico. INDUSTRY Food and DairyYEAR OF FOUNDATION 1949WEBSITE www.lala.com.mxBRAND VALUE US $478 million

25

26 27

BRAND STORIES

28

Tía Rosa is one of Grupo Bimbo’s key brands. It specializes in iconic products such as Tortillinas Tía Rosa.

Founded in 1971, this brand generates relevance through a promise built around the taste of homemade products. Tía Rosa marked a milestone in Mexico’s food industry when in 1976 it installed the first wheat flour tortilla-making machine. The brand is known for reinterpreting recipes from the country’s rich baking tradition, such as Banderillas, Doraditas and Orejas, and giving them their own particular stamp. This, together with a strong distribution network, has made Tía Rosa one of the key players in the landscape of Mexican food.

One of the many beer brands owned by Grupo Modelo, Montejo was established in 1900 in Merida, Yucatan.

Montejo is an authentic Mexican beer that was named for the founding father of the city of Merida: Don Francisco de Montejo. The product was originally a dark Vienna lager before it became a Czech Pilsner. Today, it has a light golden color and is renowned for its crisp, refreshing finish. Montejo has never been brewed outside Mexico but the brand was recently launched in the United States.

IDEAL’s aim is to promote the fast development of physical infrastructure and human capital in Latin America.

IDEAL was established in 2005 when it was separated out from Grupo Financiero Inbursa. In that same year it was listed on the Mexican Stock Exchange. Its principal activities include the identification, assessment, financial structuring, implementation and operation of long-term infrastructure projects. To date, IDEAL has worked on development projects for highways, electricity generation, water treatment, and multimodal terminals.

PARENT COMPANY Grupo Bimbo, SAB de CVHEADQUARTERS Mexico CityINDUSTRY Food and DairyYEAR OF FOUNDATION 1971WEBSITE www.tiarosa.com.mxBRAND VALUE US $462 million

PARENT COMPANY Grupo Modelo, SAB de CVHEADQUARTERS Mexico City INDUSTRY BeerYEAR OF FOUNDATION 1900WEBSITE www.montejo.comBRAND VALUE US $341 million

PARENT COMPANY Impulsora del Desarrollo y Empleo Industrial, SAB de CVHEADQUARTERS Mexico CityINDUSTRY IndustryYEAR OF FOUNDATION 2005WEBSITE www.ideal.com.mxBRAND VALUE US $390 million

29

30

Business

Volaris entre las 30 marcas más valiosas de México