Ads supporting Pacifico and Negra Modelo brands-both brewed by Grupo Modelo, the Mexican brewer of Corona-are expected to run in the fall.
The ads will be handled by Lois/EJL, Chicago. A budget hasn't yet been set. In the past, Barton has backed both brands with a limited amount of outdoor.
Barton is bolstering support because sales are on the rise.
"We're looking at expanding because both brands are doing so well," said Timm Amundson, brand manager for Barton.
So far this year, Barton has moved 600,000 cases of Negra Modelo, up 20% from 1996; sales of Pacifico surpassed 1 million cases, up from 935,000 last year.
Barton handles virtually all U.S. sales for Pacifico and almost 86% of Negra Modelo.
Barton plans to run print and outdoor supporting Pacifico. Negra Modelo will be supported by outdoor; print may also be used.
Barton imports Grupo Modelo beers mainly in the western U.S., while Gambrinus Co. handles the East and Texas. Gambrinus plans to run Negra Modelo TV spots