Omnipresent in Mexicoand a symbol of the country's laidback lifestyle, roosters first became a partof the brand when they were featured on the Pacifico web site last year."We are celebrating the active and adventurous lifestyle of Pacifico's coreconsumer," said Paul Verdu, vice president of marketing for Crown Imports,Pacifico's exclusive U.S importer. "The Rooster Alarm Clock delivers anauthentic Mexican experience to the consumer, who would prefer to live lifeaccording to nature's alarm clock."In addition to the Pacifico Alarm Clock, the brand is also introducing a newblog from the ultimate journeyman, Ira Evan Nevius, a free-spirited adventurerwho embodies the Pacifico lifestyle. Ira is an American expatriate fromCalifornia currently living in Todos Santos, Mexico, who has worked withPacifico for several years as a location scout for photo shoots, as ajourneyman in Pacifico films and as an all-around adventure expert. Ira willlaunch his blog, , featuring his take on life in Mexicoincluding making ceviche, spearfishing and his penchant for Pacifico."We're pleased that Pacifico has pioneered the most advanced roostertechnology available," says Jim Haven, co-founder/creative director atCreature, the advertising and branding agency behind the campaign. Pacifico will alsointroduce new print creative, evolving the Mexico Via Pacifico campaign andencouraging consumers to participate in Pacifico "actividades," such as PepperRoulette.Print executions will run in magazines including Backpacker,National Geographic Traveler, Rolling Stone, Outside, Pasteand Wend To coincide with the spring launch of the new Pacifico 7 oz beer, a smallerversion of the traditional 12 oz. bottle that will be available in keymarkets, Pacifico created a series of "Seven Ounce Stories" print ads. Playingup on the smaller size, the print ads tell short stories highlightinginteresting adventures that are part of everyday life in Mexico.The ads willrun in alternative weeklies in launch markets including LA Weekly, OC Weeklyand the San Diego Reader.To further support the launch of the new Pacifico 7 oz.

bottle, a World's"Smallest" Toast event will take place in May in roll out markets.Pacificofans will celebrate the introduction of the new package by raising the 7 oz.bottle to toast the launch.Bars hosting the toast will offer specials on thenew beer with giveaways and a chance to be featured on the Pacifico web site, out the campaign, Pacifico is rolling out three TV spots, PepperRoulette, Cliff Diving and Taco Stand, in key markets. The new creative isscheduled to debut this spring and features footage shot throughout Mexico.These Pacifico "films" capture unscripted adventures shot on location in bothoff-the-beaten path towns and recognizable cities such as Puerto Escondido,Todos Santos and Mazatlan, home of the Pacifico Brewery. The footage was shoton vintage Super-8 cameras giving each film a nostalgic, personal feel.Print, outdoor, online and TV campaigns were developed by Seattle-basedCreature, an advertising and branding agency that has handled creative forPacifico Beer since 2003. The iPhone app was created in partnership withPerfect Fools, a Stockholm-based interactive production company.Crown Imports LLC is a joint venture that imports, distributes and markets theModelo portfolio and other fine beer brands across the entire U.S.The Modeloportfolio includes Corona Extra, the #1 imported beer in the U.S.

and #6 beeroverall, Corona Light, Modelo Especial, Negra Modelo and Pacifico beer brands Crown also imports the St Pauli Girl and Tsingtao beer brands in the U.S. For more information, visit Imports is a 50-50 joint venture between Grupo Modelo, S.A de C.V. (MX:GMODELOC), Mexico's leading company in the brewing, distribution and sale ofbeer, and Constellation Brands, Inc. (NYSE: STZ, ASX: CBR), a leadinginternational beverage alcohol producer, importer and marketer.SOURCECrown Imports LLCBill Ligas of Crown Imports LLC, +1-312-873-9279,; or Lauren Fimbres, ,or Kelly Harfoot, both of TeamWorks Media, for Crown Imports LLC,+1-312-829-8326, ext 263.