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Corona Concert Series Courts Hispanics

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CHICAGO Crown Imports will conduct more than 100 shows in 50-plus markets under its Hispanic-targeted "Conexion Corona" concert series this year. Corona Extra, Corona Light and Modelo Especial will sponsor the events.

The Corona Extra leg of the series begins in September and will feature Alejandro Fernandez, a Latin Grammy Award winner and one of Mexico's well-known performers of romantic songs and mariachi favorites. Fernandez has sold more than 20 million records.

Corona Light is sponsoring the Latino pop band La Quinta Estacion, which will tour from April though May. The group, also a Latin Grammy winner, was founded in Madrid, Spain and gained popularity in Latin America, particularly Mexico.

The first music sponsorship for Modelo Especial is Banda Cuisillos, a 20-member band known for its elaborate costumes and Mexican music. That tour will run from mid-March to November. The affiliation will keep the brand close to its Mexican roots as it preps for a "Let it be served" -- a general market campaign by Cramer-Krasselt, Chicago, breaking this spring in print, out-of-home and 15-second online animations.

Other featured Mexican and Latin pop artists will include Tigres Del Norte and Ana Gabriel. Venues and details about concerts will be posted on Conexioncorona.com beginning Feb. 29.

Casanova Pendrill, Costa Mesa, Calif., handles ad support for Conexion Corona. Local TV, radio, out of home and point of purchase will promote the musical talent and concerts. The media budget was not disclosed.

At 8.4 million barrels, Corona Extra is the leading imported beer despite a 0.8 percent decline in shipments last year, per Beer Marketer's Insights. Crown Imports is a Chicago-based joint venture between Mexican brewer Grupo Modelo and Constellation Brands.