Building Brands That People Love: Victoria

Welcome to Building Brands That People Love, a series rooted in bringing our mission to life and delving into our unwavering commitment to creating iconic, consumer-driven brands. From embracing innovation to fostering relationships with consumers, this series will highlight how we craft brands that resonate across generations. Discover how we leverage insights, bold ideas, and a passion for authenticity to build a portfolio that continues to inspire consumer trust and loyalty.

Beloved by consumers and always true to its roots, Victoria:

• Is the fastest growing beer in the top 50 beer brands, expanding distribution and increasing sales year-over-year. ₁
  
• Resonates with both older and younger Mexican-American consumers who value family, heritage, and cultural connection.
  
• Is Mexico’s oldest beer and is celebrated for its rich heritage, iconic amber bottle, and authentic Mexican spirit.
  
• Partners with Música Mexicana artists like Carín León to engage new audiences and celebrate Mexican identity.
  
• Fosters genuine connection with consumers through innovative products that drive growth, flavor exploration, and special packaging during relevant cultural moments like Día de los Muertos.
  

Victoria: A Brand Brewed by Culture 
With a vibrante spirit, Victoria stands out in our portfolio by honoring its Mexican roots and embracing tradition, community pride, and cultural richness. Its iconic red branding, emblematic amber bottle, and legendary flavor make it instantly recognizable and beloved among its core consumers who pride themselves on their heritage.

By the Numbers: Momentum Fueled by Authenticity and Accessibility 
Victoria is a focused, high-impact brand that thrives by centering its marketing and identity around its core Mexican-American consumer who values family, heritage, and cultural connection. By maintaining this sharp focus, Victoria delivers genuine programming that forges deep connections with its consumers. 
 
This programming continues to deliver results for Victoria, as the brand has successfully driven engagement in Hispanic communities across the country. These powerful consumer relationships, combined with strategic partnerships with local and national retailers, have paid off by delivering thousands of new points of distribution and share growth, proving that a small but mighty brand can achieve big results:

• Recording double-digit dollar sales growth four years in a row₂
  
• Increasing dollar sales 33% year-over-year₃
  
• Adding 17,000 points of distribution this year₄
  
• Driving 32 oz. caguama bottle depletions up 39% year-to-date₅

Connecting with Consumers through Strong Heritage and Mexican Pride 
Victoria was born in the heart of Mexico, with its origins tracing back to the City of Toluca. After Grupo Modelo acquired the Toluca brewery in 1935, Victoria continued to thrive, earning its distinction as the oldest Mexican beer brand.  
 
It’s the Victoria brand’s journey through the decades that demonstrates its resilience and steadfast commitment to its roots, which strengthens its connection to legal drinking age (LDA) consumers who are united by a deep pride in their heritage. Whether celebrating traditions, sharing moments with family, or embracing new experiences, they carry their culture with them wherever they go.

“We’re extremely proud to be a brand that is hyper-focused on our core Mexican-American consumer,” says Maddy Zingle, Senior Director of Brand Marketing. “By centering our marketing efforts around this vibrant community, we’re able to authentically highlight the values of family, heritage, and cultural connection that define our audience. This commitment is reflected not only in our products, but also in every aspect of our marketing, ensuring that our brand serves as a true celebration of Mexican-American heritage and spirit.” 

In addition to its strong connection with older, heritage-leaning generations, Victoria is expanding its reach to a younger generation of “Zillennial” and bicultural consumers.


“Our LDA, bicultural consumers have become a huge driver of the growth for the brand,” shares Zingle. “While they were born in the U.S., they are constantly seeking ways to tap into their Mexican heritage, and drinking Victoria is an authentic way for them to do so.”

Growing Genuine Connections Through Music 
One of the ways Victoria taps into consumers’ heritage is through Música Mexicana, a genre that is experiencing a cultural resurgence having emerged as the largest Latin subgenre in the U.S. and driving a 56% increase in music streams since 2023 ₆.

“For Victoria, a brand rooted in Mexican tradition, this alignment is both natural and compelling,” shares Jamie Miller, Vice President of Brand Activations. “The brand’s core consumers find resonance in Música Mexicana’s multi-generational appeal and its role as a bridge between Mexican roots and evolving identities in the U.S.” 
 
Victoria stands out in the Música Mexicana landscape by partnering with artists like Mexican-born singer-songwriter Carín León. In 2024, Victoria served as the Official Cerveza Sponsor of León’s Boca Chueca Tour, integrating the brand into his performances and collaborating on retail and media initiatives.  
 
This partnership continued in 2025, as Victoria and León worked together on a series of social media campaigns with Billboard and Billboard Latin. This programming featured interviews with León on platforms like Instagram and YouTube, where he talks about his love for music, his roots, and more, all while enjoying an ice-cold Victoria.
 

“Carín León’s connection with Victoria’s consumers is both organic and powerful,” says Miller. “As a multi-generational artist, he bridges tradition and modernity, embodying the values that resonate deeply with Victoria’s audience—pride in Mexican heritage, a passion for music, and a strong sense of family and community. His ability to blend traditional sounds with contemporary influences makes him a compelling figure for both older, heritage-driven fans and younger, bicultural listeners.” 

Victoria’s intentional efforts to partner with culturally resonant figures is a clear example of the brand’s ingenuity and commitment to its customer base. The brand plans to continue to champion this vibrant community in the future.

Connecting with Consumers During Moments that Matter 
Victoria fully embraces its core audience by celebrating meaningful moments and toasting to its rich culture. Día de los Muertos, a cherished holiday observed in Mexico and by Mexican-American communities in the U.S., holds deep meaning for Victoria’s consumers. For nearly a decade, Victoria has celebrated this meaningful day by creating special limited-edition packaging that features artwork from Mexican artists. This year’s designs showcased the four natural elements of the Ofrenda, or altar: Earth, Wind, Water, and Fire.

Zingle shared, “As a brand dedicated to the Mexican-American consumer, we think it is essential to connect with our consumers in moments like these that matter most.”

Building on this commitment, Victoria engages its audience year-round with initiatives like its Tu Victoria Está Aquí (Your Victoria is Here), a campaign with dual meaning that not only affirms Victoria is available in the U.S., but so are the victories and achievements of Mexican Americans.

Launched originally in 2023, the campaign is a powerful celebration of Mexican-American identity and pride. More than a brand message, it’s a rallying cry that honors the multidimensional experiences of Mexican Americans in the U.S., reminding them that their heritage, victories, and voices belong wherever they are. Whether first-generation or fifth, the campaign encourages consumers to embrace their roots.

The Future of Victoria: Innovation and Growth 
Building on its heritage, Victoria continues to innovate and create opportunities for growth. The launch of Vicky Sabores, a flavored beer that expanded the Victoria brand, brings a taste of Mexico to the U.S. through products like Vicky Chamoy—a chamoy-flavored beer with notes of sweet, salty, spicy, and sour. This ready-to-drink, single-serve 24-ounce can delivers beloved Mexican flavor in vibrant packaging, reflecting the adventurous spirit of Victoria’s Zillennial consumers.

Traditional chamoy – a tangy blend of pickled fruits and chili powder – is a cornerstone of Mexican cuisine, often paired with fresh fruit, chips, and candy, and featured in traditional chelada beer cocktails. Vicky Chamoy embraces this flavor profile, complemented by hints of tamarind, chile, apricot, and lime. Building on this success, Victoria introduced Vicky Mango, combining the tangy flavors of chamoy with a burst of mango.

“Consumer data continues to show that LDA Zillennial consumers are choosing flavor, and Vicky Sabores definitely provides that flavor—but in a way that is very authentic to Mexico,” explains Zingle.

Honoring Heritage and Embracing the Future 
Victoria is a celebration of Mexican culture, tradition, and pride. Looking ahead, Victoria will continue to honor its legacy while embracing innovation, building meaningful connections with consumers, and driving growth for Constellation Brands. With every bottle, Victoria invites its customers to share in the richness of their beer and culture—unapologetically Mexican, always vibrante.

₁Circana, U.S. MULOC+ Data YTD 2025 WE 10.19.2025 
₂Circana, dollar sales trends (CYTD WE 11-2-25) 
₃Circana, U.S. MULOC+ Data YTD 2025 WE 10.19.2025 
₄Internal IQ Depletions CYTD through Oct.
₅Depletion cases and trends FY2022-FY25 Company Measures
₆Variety