Arizona State University
Analyzation of Needs and Trends in the Marketing Environment
Corona Beer
Nharly Hernandez, Blake Strickland,
Tommaso Gramaglia, Ryan Arnold, Celina Duran
MKT 302
Lonnie Ostrom
April 22, 2021
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Table of Contents
Company Pages 3-5
Demographic Environment Pages 6-9
Economic Environment Pages 9-12
Natural Environment Pages 12-14
Technological Environment Pages 14-16
Political/Legal Environment Pages 17-19
Social/Cultural Environment Pages 19-21
Competitive Environment Pages 21-23
Identifying Market Segments, Targeting, and Positioning Pages 23-26
Diagnostic Brand Profile Pages 26-29
Customer Value, Satisfaction, and Loyalty Pages 29-30
A SWOT Analysis Pages 31-33
What products are available? Pages 33-36
New Product Development Pages 37-39
Integrated Marketing Communications Mix Pages 39-41
Pricing Pages 42-43
Channels of Distribution Pages 43-44
Overall Recommendations Pages 44-46
Conclusion Page 46
Citations Pages 47-55
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Company
Corona is a Pale Lager beer that was created in Mexico in 1925, produced by Mexican
brewery Cerveceria Modelo (according to their official website and Wikipedia). It has a 4.5%
alcoholic volume, and it is one the most recognizable and sold beer worldwide. In 1940 the title
“extra” was added, meaning that the beer had a richer flavor in it. After World War two, Grupo
Modelo started improving their marketing strategy by sponsoring sporting events, and also
working towards exporting Coronas and other beers, such as Pacifico and Modelo. In 1976
Corona was exported to the United States for the first time, where 12 years later became the #1
imported beer in the U.S.
Today, Corona Extra is still the one of the most sold beer in the United States, and a top 5
beer worldwide, exporting to more than 180 countries. In their most recent history, Group
Modelo and therefore Corona, were sold in 2012 to Anheuser Busch InBev, the world’s biggest
brewer company (which also owns Stella Artois and Budweiser). As we read an interesting
article from Reuters, which is a top leading Business and Financial news website, the deal to
acquire Modelo was around 20 billion dollars. However, they had to review it just one year later,
because they had some trouble in the U.S. If ABinBev wanted to distribute Corona themselves
in the U.S., this would lead its market share to go above 50%, impacting some antitrust policies.
Therefore, ABinBev sold 50% stake to their partner Constellation brands that would distribute
Corona in the U.S. market. What is important about this is that Modelo was the last Mexican
owned brewery, so by selling it was a sacrifice for the greater good: trying to make Corona a
worldwide product, more than ever.
We evaluate the two vision and mission statements from the two companies
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owning Corona and Modelo Group: AB inBev and Constellation Brands. Our personal opinion
is that both of those were kind of simple and did not really say anything, they were not specific
nor personal, especially regarding the Constellation brand mission statement.
Even though their mission statement isn’t the best, they have a very solid and intelligent
marketing strategy: since the 1950s, Corona’s marketing department has been working towards
associating Corona with images of sandy beaches, sunsets, summer, the ocean and enjoying life
with whom you love. Nowadays, this idea is still valid, very improved and consolidated: if you
are at a beach around the world and you are thinking about having a cold, refreshing beer, there
is no other one that you would rather have more than Corona cerveza itself. It completely
encapsulates the unique taste of a nation, Mexico; like pizza would represent Italy or sushi for
Japan. This is one of their strong skills and competencies, this particular image and idea which is
really difficult to replicate.
Financially speaking, Corona brand is worth 11 billion dollars, as we read in their mother
company AB Inbev report from 2019 (before Covid), the revenue went up by 18%, while sales
increased by 29% in Western Europe, China and South America. From an article from Forbes,
Corona’s revenue is around 7.5 Billion $/year, and it was ranked the 63rd position for most
valuable brands in 2020. But if we look at other beer brands or any other alcohol product,
Corona ranks the top one as the most valuable product. This is also thanks to the giant AB inBev
that is helping Corona like the rest of their brands growing up and improving every single year,
citing directly from their annual report: a company built to last.
Overall, Corona is very strong financially and with a bright future, however it took a slight
detour in 2020: this was a really weird but interesting trend that we are going to analyze. After
the Coronavirus pandemic exploded in March/April worldwide, Corona beer was impacted by it:
Corona 4
it almost started as a joke with memes connecting the covid-19 disease with the popular beer.
What happened though, due to the huge power of the internet, some people started thinking that
Corona was truly connected with covid. Of course, this isn’t true, however all these negative
rumors regarding the beer inflicted some damages financially. An article from Il sole 24h in
March explained how Corona’s company in the U.S. (Constellation Brands) shares lost 8% on
the New York Stock Exchange. In the end, Corona’s sales weren’t really impacted by this, and
we will remember this curious case as one of the many trends started on social media and the
internet.
This graph below represents the most sold beer brands worldwide in 2020, according to the
website Statista.com. We can notice that Corona ranks #5 in the world, and in this graph, we can
also see other top brands like Modelo, Stella Artois coming from the same company which owns
Corona, ABinbev. Corona is worth almost 8 billion dollars.
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Demographic Environment
Corona has become a household name amongst beer drinkers across the world, but how
has it managed? Sometimes it can be hard to pinpoint the exact demographic for such
widespread and well known companies like Corona, but it is important to understand the roots
and history of the company when determining who they actually intend on selling to. When
Corona was bought by Anheuser-Busch and added to the Inbev lineup, the company grew
immensely. Originally, Corona was owned by a family who sold locally. The Mexican roots are
still strong today noting that a majority of those who still purchase Corona are Hispanic. While
Corona is very popular among Hispanics, they also prove popular with the younger and male
population. As marketers, we must spot the company's relevance and trends are geared toward
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these demographics. Ultimately, we can predict that Corona will continue to sell for Hispanics,
males, and those who are under the age of 45 in much greater numbers.
According to research done by the Simmons Market Research Bureau, Hispanics drink
imported beers at much higher rates than any other ethnicity. About 24.8% white, 23.3% black,
and 28.3% Asian represent those who prefer imports, while 35.2% of respondents were Hispanic
drinkers, preferring imports like Corona (The Staff, The Demographics of Beer). While
“imports” are not necessarily specific and conclusive data of Corona’s relevance amongst
Hispanics, further research shows us that Corona is by far the most popular imported beer in the
US (Conway, U.S. beer market: leading imported beer brands 2018, based on sales). By using
both studies, it can be inferred that Corona does best amongst Hispanics internationally, proving
that Corona continues to be successful at maintaining its roots and heritage as a company.
Corona has continued success with Hispanics by making efforts as a company to preserve
its character and represent the Mexican culture. The company conveys a tropical culture through
it’s branding, placement, website and advertisements. Even on its US site, one can find many
tabs in Spanish that hover over a tropical beach scene (https://www.coronausa.com/). Many
Corona advertisements feature beach getaways, but the company continues to put out special
advertisements each year that relate to Cinco De Mayo (Wehring, Corona Cinco de Mayo,
Youtube).
The next demographic trend to consider is age. Demographics by age for Corona beer
are found more dense in the younger population. Amongst US buyers of Corona drinks, about
45.19% are those ages 21-39, about 38.66% for those 30-49 years of age, and 18.98% for those
50+ (Kunst, Share of Americans who drink Corona Extra 2018, by age). Another study provides
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similar findings. According to research done by the Simmons Market Research Bureau, about
68.6% of all Corona drinkers are under the age of 45 (The Staff, The Demographics of Beer). It
is important to note that despite ethnicity and gender, the largest differences in preference for
Corona products point to age.
Since the younger population is such a huge demographic trend for the company, Corona
has made an effort to enter new markets that are proving popular with drinkers in their 20’s.
With the immersion of hard seltzers like White Claw and Truly, Corona have approached their
product in a new way in order to remain relevant with the younger population (Arthur,Corona
gears up for hard seltzer launch: ‘We believe seltzers are here to stay’). The growing desire that
younger drinkers have to stay healthy without the expense of giving up drinking calls for a low
carb and calorie alternative. Corona believes that seltzers will not just be a trending fad but will
rather stay and continue to grow. Data shows in large numbers that Millenials' go-to alcoholic
beverages are Bud Light, Corona, and hard seltzers, even prior to Corona’s new seltzer line
(Bruce, Millennials continue to fuel hard seltzer sales, with no ceiling in sight). Putting the age
group data related to the seltzer's growth aside, the decision on Corona’s behalf made a lot of
sense for the sole purpose of the company’s efforts to remain competitive with Bud Light and
their decision to enter the market as well.
Corona’s new line of hard seltzers make a lot of sense. Already, Corona's greatest buyers
are found in the Millennial population. In recent years, the popularity of hard seltzers like White
Claw and Truly have skyrocketed. In order for Corona to continue to support the interests of
their number one buyer, the company had to adapt and remain competitive. So far Corona has
been successful in its launch of the new seltzers, taking number four in popularity in its early
stage (Arthur, Corona Hard Seltzer leaps to #4 in the US: ‘We’re just warming up!’).
Corona 8
The third trend is one shared by many beer companies, posing a huge challenge for each
brand. While Corona’s advertisement and funding efforts are more inclusive of women’s
interests than any other major beer brand, the data still shows that Corona sells much better with
men. The research done by Simmons Market Research shows that gender is unequally
distributed amongst Corona customers. About 61.9% of Corona drinkers are male while only
38.1% are female (The Staff,The Demographics of Beer).
Corona’s trending demographic is largely relevant with men. Beer companies need to do
little advertisement to peak the interest of men in general, but how men decide which beer is
their preferred brand is the question. Many of the advertisements that Corona air are those that
depict beach vacations and attractive women in bikinis. Others show men getting together with
their friends to watch football games. (Truhlar, 10 Funny Corona Commercials).
While beer in general is typically more easily sold to men, the company continues to
make efforts with both genders, looking to increase their demographics. Corona’s appeal to
beaches and good times proves successful advertisements for both women and men. Outside of
their own product and advertisement, Corona funds female led alcohol companies in order to aid
their public relations and increase their own market. “It’s one thing to pay lip service to the idea
of equality in beer marketing or equality in the beer industry itself, and it’s a whole other thing to
pledge an investment of $100 million in female-founded alcoholic beverage companies like
Corona did. While Corona being a gender-balanced company would be the most meaningful
strategy, it’s hard to sneeze at (WHY BEER BRANDS STILL DON’T ‘GET’ WOMEN).
“Corona continues to make an effort to appeal to both men and women. Corona proves popular
for female beer drinkers, relative to the population’s beer sales in general, without forfeiting their
appeal to men.
Corona 9
Overall, Corona’s most relevant trending demographics are supported by its popularity
with Hispanics, Millennials, and males. The company is successful at recognizing these trends
and reacting appropriately. Advertisements and branding are heavily influenced by the Mexican
culture, including the use of tropical themes, the Spanish language, and Hispanic holidays.
Corona continues to stay relevant amongst young drinkers and competitive with other alcohol
companies by investing in new markets like hard seltzers. Finally, Corona continues to remain
relevant with their largely male demographic without alienating potential among women.
Corona remains balanced in their advertisement techniques and themes by focusing on the idea
of vacations, parties, and a good time. For all of these reasons, Corona is able to maintain a very
large demographic.
Economic Environment
Over the years Corona has become a huge alcoholic beverage company, changing
management and ownership, pursuing globalisation, withstanding pandemics and recessions, and
combating recent issues with labeling due to COVID 19. These all have huge economic
implications. Economic trends sprout and affect the Corona company in regard to all of these
topics. The data will show the pros of globalization and the economic security for alcoholic
beverage companies found during recessions, while also showing the downside in coincidence of
poor labeling associated with COVID and local government restrictions.
The first thing to do when considering the economic trends for Corona, much like the
demographic, is to look at the company’s history (AbInbev, Corona). Corona was first brewed
locally by Braulio Iriarte Goyeneche in 1877. Upon Goyeneche’s passing in 1932, the company
was sold to Cerveceria Modelo. By the 60’s Corona had become the most popular domestic beer
in Mexico. New leadership in the 80’s sparked a movement towards globalization. By 1994
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Anheuser-Busch bought Corona and both companies, amongst many others, are now a part of the
Inbev lineup (AbInbev, Corona). Considering that Corona is now owned by the largest
international alcoholic beverage company, it is important to acknowledge that there are many
sister companies. Corona’s parent company, Anheuser-Busch, intends to reach a mass
globalization. Back in 1981, Corona became the fastest growing imported beer in the US.
Today, Corona exists in 120 countries. From 2019 to 2020, sales rose 28.5% led by China,
Columbia, and Western Europe (Forbes, Corona). Anheuser-Busch and Corona continue to grow
globally as the beer company continues to release new products and break new ground.
History shows that during pandemics and recessions, alcohol consumption tends to
increase. While the rest of the economy decreases and spending on nonessentials goes down,
spending on alcohol tends to increase. Trends show that Corona and Anheuser-Busch should
continue to grow and thrive in a recession and pandemic environment, but this past year has been
unique for a number of reasons. The first factor to consider, that ultimately makes this recession
and pandemic different from any other, are the international rolling lockdowns. With bars
closed, beer companies require online and in-store alcohol sales to increase by at least 22%
across all other platforms in order to compensate (Martin, Impact of COVID-19 on Retail
Alcohol Sales). The other bad news comes in the fact that many people are social drinkers.
Sales were down 14% in May of last year, but the market has continued to fluctuate since as
people adapt to more consistent stay-at-home lifestyles. Studies conducted by Anheuser-Busch
have found that e-commerce is up 339% from last year. These companies have shifted towards
more user-friendly online platforms and delivery systems. The market is continuing to change
throughout the pandemic and Corona must remain flexible in order to roll with the economic
trends of the industry.
Corona 11
Corona has faced many challenges this past year due to its country of origin and brand
name. Back in April of 2020, Mexico deemed beer a non-essential in an effort to reduce the
spread of COVID. In this time, Modelo modified their process in order to overcome health
concerns. The company restructured their approach to brewing Corona, which allowed 75% of
their employees to work from home, but the challenge did not stop there (Barrera, Mexico stops
brewing Corona beer, deemed non-essential in epidemic). Shortages began to pursue, throwing
Mexico into a panic. Supplies became short and prices skyrocketed (Sheridan, ¡Caray!
Coronavirus shuts the Mexican beer industry down, and the country is running dry). The
negative economic trend for the company continued after the beer shutdown was lifted, as the
name of the company resembled the common name used to refer to the COVID flu. A common
misconception arose. company some hardship. While at the time the media led many to believe
that Corona sales had taken a hit, sales had been affected relatively similarly to every other beer
company. Ab-Inbev’s stock was down 46% as a whole for the year ending in March 2020 (Root,
Al. It’s Time to Buy Corona Beer Stock, According to RBC). What did happen was confusion
and a poor public image, which may have halted Corona’s brand growth. Tweets found on
CNN’s twitter account state “38% of Americans wouldn't buy Corona beer "under any
circumstances" because of the coronavirus, according to a recent survey (Root, Al. Is Corona
Beer Being Hit by Coronavirus? Oh, Please. That’s a Stretch).”
Ultimately, Corona’s brand recognition and longevity helped the company weather the
storm. Corona faced the year with new advertisement campaigns like “Cinco at Home” and new
product lines with their growing hard seltzers (Ives, Nat. Echo of Coronavirus Didn’t Keep Beer
Drinkers from Corona). Corona still remains the world’s number one beer and the US’ number
one import despite financial hardship across the whole industry. Modelo was able to continue
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their brew 45 days later when the shutdown was lifted (Staff Writer. Beer production resumes at
Yucatan’s Modelo facility). Beer drinkers around the world have shifted to at-home
consumption, aiding companies like Corona through grocery and e-commerce sales.
Natural Environment
Regarding the environment, Corona is very socially responsible and conscious, working
towards less pollution and a better world. Directly from their official website, we find their
primary mission: implementing the parley air strategy to end marine plastic pollution. Besides
being a great initiative, it also fits perfectly with their image of summer, sea, beaches etc. giving
Corona an even more likable and respected profile. They have already accomplished amazing
goals, with around 1500 clean ups, 250 islands protected by almost 70,000 volunteers. Also, if
you would like to be a part of it, it is really easy to join a clean-up place close to where you live,
just by signing up on their website. This is a very smart and caring idea towards the environment,
because plastic doesn’t belong in paradise (campaign explained on Corona.com). Looking at data
from the ABinbev company website, which represents all of their brands including Corona, they
are also following the environment very carefully and respectfully, in fact they are reducing the
use of water, recycling more contents and reducing emissions. On top of that, they are working
with 200,000 farmers worldwide and focusing on ethics and change in society as well.
Overall, the trend regarding the Natural environment is very good and promising.
Corona’s interest and protection towards our planet, especially regarding our seas, oceans and
marine lives will not only help the fragile ecosystem but also have a positive image on their
brand. This will make stakeholders happy and make it even more appreciated by consumers. This
trend will not only impact nature, but also profitability in a very positive way.
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Another amazing program that we found out about Corona is called “pay with plastic” and we
discovered it reading an article from Dianna Christe on a website called Marketing dive. This
initiative took place on the week of World Oceans day, which happened in June 2019. In
different countries such as Colombia, Spain, Italy, Mexico etc. people were buying Coronas not
using money, but exchanging plastic that could have possibly ended up in the oceans,
endangering marine lives. Also, they made special edition beer cans, and every six packs sold,
one square meter of beach was going to get cleaned. Corona organized this alongside their green
partners Parley for oceans, which we talked about before during the “plastic doesn’t belong in
paradise” campaign.
To conclude, Corona and ABinbev should strive for helping the planet and reducing pollution
even more than they are already doing right now, even though they are the most active and
responsible company in their field regarding the Natural environment. Also, since they are a
giant in alcohol products, they could look for spreading the word more and bringing this
argument up to other companies in this business who are less socially and environmentally
conscious. We are eager to see what the future looks like for Corona and of course, for our
planet. We hope it will be encouraging for both.
Technological Environment
The technological environment of craft beer has seen lots of change in the past few years,
with the industry growing at an extremely fast rate. Corona is known for selling quality beer,
which means they seize opportunities to be innovative with the newest trends of the beer
industry. Striving to sell quality beer, Corona is tasked with paving the way for new technologies
in beer distribution and increasing market shares in local markets.
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A notable trend in craft beer technology is the high demand for the creation of and
distribution of the different types of brews. In the past, breweries have not had to produce
multiple different types of beer, with distributors only distributing a few hundred different craft
brews. Over the past few years distributors have begun to take on more beers due to the fact that
many new crafts are being produced by more breweries. This ultimately is forcing many
companies to manufacture more kinds of beer in order to stay competitive with the other
companies and breweries. An increase in competition across the craft beer industry has led to
many companies creating “seasonal brews and limited-run varieties that may be in demand for
short periods of time” (Rutherford). Certain seasons see more limited time brews than others
with warmer seasons like spring and summer getting a majority of them. Along with the limited
and seasonal beers being more distributed, some of Corona’s competitors are “investing huge
sums [of money]” into spiked seltzers (Lohia). With many breweries starting to produce seasonal
and limited beers, does Corona have a slight disadvantage with the number of brews they
produce? Corona currently has four product lines of beer which include: Corona Extra, Corona
Light, Corona Premier, and Corona Familiar. These four types of Corona have “24 official
formats” that range from six-packs to 24-packs (Wolinski). As of now, Corona is not being
affected in a negative way from distributors selling more craft beers. With it’s four products,
Corona is still one of the most popular beers across the globe generating “$7.5 billion” (Forbes).
With the environment around craft beer changing rapidly, it forces Corona to partake in the new
trends. Instead of producing a seasonal or limited time brew, they decided to start distributing a
product line of spiked seltzers. The Corona Hard Seltzer that has zero carbs, zero sugar, and is
ninety calories. Along with the Hard Seltzer’s Corona also launched another product called the
Corona Refresca. The Refresca is an “alcohol-spiked refresher” and “expanding Corona into a
Corona 15
‘comprehensive beer family” (Arthur). With these new product lines, they have become more
competitive across multiple segments of the industry because of their ability to produce more
alcoholic beverages to be distributed. The Hard Seltzers allowed them to get into the seltzer
market, and they produced the “Corona Hard Seltzer Cherry,” which is ranked seventeenth out of
fifty on the “50 Best Hard Seltzers” list (Dukoff). With the Corona Hard Seltzer making a strong
push into their segment, they will need to focus on the distribution component of the industry if
they want to surpass the “60% market share [that] White Claw'' has (Graham). Especially with
the amount of “attention [that was being drawn towards] Modelo’s new beverage” (Ortiz). I think
that Corona should make a spiked lemonade seltzer, the opportunity to be innovative and jump
into that market segment has a lot of potential.
With new technologies in the beer industry being created, Corona uses the opportunities
given to them to increase their market share in local markets. Many companies like Bud Light
began making spiked seltzers to increase their share in the “U.S. market for hard seltzers”
(Naidu). Along with companies jumping into the seltzer market, “demand for more styles of
beers” is increasing (Deshmukh). The growth in local market shares affects Corona in a positive
way, giving them the opportunity to be innovative and gain dominance in the new markets. With
the “growing popularity [and] demand for” new technologies in the beer and seller’s market,
Corona has the opportunity to supply the new demand (Stebleton). Many breweries, to try and
infiltrate local markets, have begun crafting more beers. Seeing a “growth rate of 12.9%” in the
industry over the past years, there is unlimited potential to increase market shares (Research and
Markets). To reach new local markets, Corona created the zero carb and sugar low calorie Hard
Seltzer. This helped them attract new customers looking for a “health-conscious drink [with] less
alcohol” (FactMR). Corona has shown lots of success in the seltzer market “climbing to the
Corona 16
fourth largest hard seltzer brand” holding “roughly 6% share of the market” (Sozzi). Even with
the success they have had with their hard seltzers, Corona was late to the game in the seltzer
market. The seltzer market is being dominated by White Claw, with them “leading the category
with a 50% market share” (Reinicke). With the “Hard Seltzer market [growing]” Corona will
have to appeal to new customers in different segments of the seltzer market if they want to
continue growing their market share across local markets (Labs T4). To appeal to new customers,
they should produce more flavors for their spiked seltzers. Corona can gain dominance in the
seltzer market by having more variety of flavors for new and existing customers to choose from.
With the change and rapid growth in the craft beer industry, Corona will need to continue
seizing opportunities to be innovative in the newest technological trends. Corona should
introduce more flavors for their spiked seltzers and should introduce new products like spiked
lemonade and spike iced tea to grow new local market shares. Corona will continue to pave the
way for new technologies in beer distribution and increase market shares if they continue to be
innovative when opportunities for new technology arise.
Political/ Legal Environment
Having a similar name to a global pandemic has come at a hard cost for Corona beer. It
has come to their attention that individuals truly believe that the novel Coronavirus is linked
directly with the consumption of the advertised ‘smooth and refreshing’ beer. Although they have
come out with a statement asking customers to “understand there is no link between the virus and
our business”, there are still 38% of beer-drinking Americans that refuse to purchase Corona beer
due to the deadly virus. That being mentioned, the unwanted association between the virus and
the beer could be possibly seen as a “trademark dilution by tarnishment” (Cherny). This refers to
the fact that the beer brand is being weakened by unsavory or unflattering associations. This case
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seems justifiable given the loss of sales due to the disassociation but given that the World Health
Association (WHO) isn't a private company or a commercial institute, there isn’t any party to be
sued. At this point, Corona is left to deal with the mess that it has been involved with due to the
lack of the scientific knowledge of some individuals. The brand will have to either maintain a
low profile, attend to the problem head on or rebrand itself, losing its legendary trademark that
has been around since 1907.
Another impact of the pandemic seemed to come to light when Mexico’s Grupo Modelo
mentioned that they would temporarily stop brewing Corona beer along with other brands due to
its production not being listed as essential. This occurred on April 2, 2020, at the emergence of
businesses closing down and quarantine being put into order by the Mexican government to try
to control the ever rising cases. The company took appropriate actions to attempt to keep their
staff safe and secure at home while ensuring that they didn’t lack production. The brewer
mentioned that, “If the federal government considers it appropriate to issue some clarification
confirming beer as an agro-industrial product, at Grupo Modelo we are ready to execute a plan
with more than 75% of our staff working from home and at the same time guaranteeing the
supply of beer” (“Mexico stops brewing Corona”). CEO Bill Newlands assured the public that
“the brand has ample supply to meet consumer demand and doesn't expect shortages in the near
term.” This on its own shows the strength of the supply chain and proper acquisition of priorities
of the company and brand.
Although the Coronavirus is a major trend and issue, Corona and the brand has faced
some serious legal accusations. There have been several cases of bottles exploding causing
serious damage to the person on the other end linked to Corona. In mid 2017 an employee of The
Frying Pan placed a bottle into an ice bucket that proceeded to explode. This explosion lodged a
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piece of glass into Gonzalo Luis-Morales causing vision loss on the eye that the glass had gone
into. In solidarity to their employee, The Frying Pan has retracted their demand from the brewing
company. This small incident led to a lawsuit on Luis-Morales’ behalf alleging that “Corona
manufacturers skimp on safety precautions during the production process and lack adequate
quality controls to ensure product safety” (Negron). The science between the explosion is clear,
over carbonation causes there to be unnecessary pressure in the bottle. A wrong move and the
bottle can end up truly injuring someone. The Constellation brand took this matter very seriously
as representative Michael McGrew stated, “We take matters related to the safety, health and well-
being of our consumers very seriously.” Another similar case of an exploding bottle occurred to a
plaintiff in Pennsylvania where we received damage to his hand and arms. According to Fox
News, Corona brewer Constellation Brands Inc., bottle manufacturer Owens-Illinois Inc. and
distributor Manhattan Beer did not return for comment. It was also known that “The lawsuit was
filed in federal court because Fralic lives in a different state. Since the settlement was
confidential, no other information concerning Fralic’s compensation is known at this time”
(“Exploding beer bottle Lawsuit”).
There is a clear trend that proves that the Coronavirus affiliation and the exploding bottle
lawsuits have taken a toll on the brand. Even though the CEO and some representatives gave
statements about the lawsuits, we believe that the company needs to assure that safety of their
employees and customers is a top priority by ensuring that the manufacturer and distributors are
taking the necessary actions to avoid over-carbonation, excess heat pressure and shaking the
bottles.
Social/ Culture Environment
Corona 19
Due to the global pandemic and the pausing of nightlife in most countries across the
world, many were unsure of how the alcoholic industry would be affected. However, Corona still
managed to come out on top and was named the “world’s most valuable beer brand” with a brand
value estimation of over $8 billion dollars. The Mexican brand has been focusing on providing
different experiences for their consumers and launched new beers - Corona Premium and Corona
Familiar. Along with these two beers, Corona also tapped into the popular cocktail in a can and
launched Corona Refreseca. (Alcoholic Drinks 2020 | The Annual Brand Value Ranking |
Brandirectory, 2021).
An important issue that the company faced in 2020 was disassociating itself from the
Corona (COVID-19) virus. Corona’s second-largest market is China, which caused a decline in
their sales. However, the brand quickly shut down any allegations that the two were related
(Alcoholic Drinks 2020 | The Annual Brand Value Ranking | Brandirectory, 2021). At the
beginning of the pandemic, there was talk in the media about Corona, the brand facing sales
decline due to the same name as COVID-19. However, Corona-branded beer and hard seltzer
sales remained mostly unchanged.
According to Vivien Azer, a managing director, and senior research analyst at Cowen Inc,
stated that “There wasn’t really any negative impact on Corona sales, that’s clear on the data.”
She stated that “During the early days of the lockdown, consumers gravitated toward large,
trusted brands. If you’re only going to the store once or twice a week, are you going to load up
on a craft beer you’ve never tried before or are you going to get a beer you know?”. The brand
released a statement at the end of February to address the Corona concern but made sure to keep
“a quiet posture and did not do much external press” (Ives). If Corona would have addressed the
Corona 20
topic again, it would have simply brought unwanted attention back to the brand. Corona was
correct to stay quiet, and the company even delayed some campaigns.
Although Corona delayed their already planned “Protect Our Beaches'' campaign until
2021, it decided to move forward with their promotion of all the Corona Brands in “La Vida Mas
Fina” (“The Most Fine Life”) campaign. The campaign featured Snoop Dogg and Bad Bunny,
who was the most-streamed artist on Spotify for 2020.
Using a global artist, such as Bad Bunny, in their campaign brought a lot of attention to
Corona. This was a great opportunity for Corona to pull itself away from the COVID hassle and
bring the brand back to its original message - relaxing and having fun. Using a Latin artist will
also appeal to their number one consumer, Mexico. Moving forward, Corona should continue to
play around with this “La Vida Mas Fina” message and possibly use more combinations of
artists, as they did with Bad Bunny and Snoop Dog.
Competitive Environment
The global alcoholic beverage market was valued at 1.439 billion in 2017, and by the
year 2025, is expected to reach a value of around 1.68 billion (Prasannan, 2021). Almost every
single culture across the world consumes alcoholic beverages. The growth of the alcoholic
beverage market is driven by young adults, people having more disposable income, and there is
Corona 21
now a rise in consumer demand for premium products (Prasannan, 2021). Although there is a
large amount of competition to stand out in the alcoholic beverage industry, there are enough
consumers in this market for most competitors to be successful. An important fact about this
industry is that alcohol has been around for centuries and people are not going to stop consuming
it anytime soon. Corona is fortunate enough to already be a staple name across the globe.
Currently, the brand Corona is valued at $11.4 billion. They are the leading brand in
Mexico and are imported to more than 120 countries. It is currently ranked 64 on Forbes list of
the World’s Most Valuable Brands 2020, the only alcohol company above Corona was Budwister
at number 21 (Forbes, 2020). Corona is imported to the United States by Constellation Brand,
and AB InBev has the right to export to the rest of the world (Forbes, 2021).
The prominent players in the global beer market are currently Anheuser-Busch InBev
and SABMiller, Heineken, Molson Coors, Constellation Brand, and Carlsberg Group. (Beer
Market Size, Share, Growth, Trends, Statistics (2020-2025), 2021). Although these company
names are not easily recognizable, they own the rights to most of America’s favorite beers.
Anheuser-Busch InBev and SABMiller merged together in the biggest beer deal in history,
valued at 107 billion dollars (Visual Capitalist). The company currently has Budweiser, Budlight,
Ultra, and Natural Light as their main domestic beers, but have ten craft and thirty imported
beers as well (Visual Capitalist). Anheuser-Busch InBev and SABMiller also manage Corona
Extra and Corona Light in the international market. The Constellation Brand is currently in
charge of Corona domestically. Molson Coors currently manages Molson Canadian, Coors Light,
Coors, Miller, six other domestic brands, five import brands, and eight craft brands (Visual
Capitalist). Heineken Company currently manages Heineken, Dos Equis, Sol, Tecate, and Tiger
to name a few - along with ten other beers. The Carlsberg Group is in charge of Carlsberg,
Corona 22
Tetley, Super Bock, and four other beers (Visual Capitalist). Lastly, the Constellation Brand
manages Corona Hard Seltzer, Corona Extra, and Modelo in the United States.
In North America, there is currently a growth of beer across the market. There is currently
a 12.9% growth in the beer market, according to the Brewers Association. One of the biggest
targets for the beer and brewery industry is currently the millennial generation. The millennial
generation seems to prefer flavored beers, which led to Corona Refresca (Kneebone, 2021).
Appealing to millennials with Corona Refresca was the correct move, as it shows that the brand
is listening to consumer needs and following the trends. In the United States, there has also been
a 200% increase in the demand for hard seltzer in 2020 alone. These drinks are popular due to
their low-calorie and low-sugar options (Kneebone, 2021). Another important trend in the
alcohol industry is low and no-alcohol beer. There is currently a growing demand for cider as
consumers begin to ask for more gluten-free products. Corona has not released any cider
products to appeal to these customers, which may be the right choice as it is just a trend. The
company might be waiting to see if any competitors jump on the trend and see how they
perform.
In the alcoholic beverage market, there are 3 main types of alcohol: Beer, Distilled
Spirits, and Wine. These three types of alcoholic beverages all have subcategories. Under the
category of Beer, there is ale, lager, and hybrid, whereas Distilled Spirits include rum, whiskey,
vodka, and other drinks. Wine is either sparkling, fortified, or others (Prasannan, 2021).
Identifying Market Segments, Targeting, and Positioning
As one of the most imported craft beers around the world, Corona has multiple market
segments that they target. When thinking about a Corona Beer, one of the first things that comes
to mind is the beach, which is one of their primary target markets. One way Corona advertises to
Corona 23
their target markets is through advertising. Many of their commercials take place on a tropical
beach surrounded by a calm and casual environment with people drinking their product. This
approach appeals to a certain segment of their customers, which encourages relaxation. One of
their slogans is “Find your beach,” which tells their customers to discover what they enjoy and
pursue it (Corona). Corona, like many great companies, has multiple appeals that target different
segments in the market. Not only do they appeal to those who are calm and like to relax, they
also appeal to a segment of the market that likes to have a good time and socialize in a party
setting. By targeting a segment of the market that appeals to socialization and having a good
time, they appeal to sports and music fans. Corona had to “adjust [their] approach towards [their]
customers” in the sports segment of the market this past fall, and they did so by bringing back
the tailgate experience during the collegiate and NFL seasons (Laufik). This took place in the
midwest region of the United States, and it was called the “Game Day Beach.” This was
introduced during the Covid-19 Pandemic, and the goal was to give their customers a tailgate
experience on gameday during the restricted times. Corona partners up with many celebrities and
organizations to have their products reach as many segments in the market as possible. One of
their recent partnerships was with Snoop Dogg. This partnership along with other celebrities
across the music industry helped Corona tap into the music segment of the market and become a
viable craft beer option at concerts, festivals, and other events. Since Corona “is one of the most
consumed” craft beers, it allows them to position themselves in certain dynamics to be versatile
across multiple market segments (Bhasin). This allows them to expand and target new segments
of the market that they have not yet tapped into.
Corona is involved in multiple segments of the market that include casually relaxing on
the beach, tailgating a sports game, enjoying music at a concert or festival, or interacting and
Corona 24
having a good time with friends in a social setting. They are doing a fantastic job at targeting and
infiltrating a variety of diverse and big market segments. The segments that they are targeting
and are in currently allow them to have a broad customer base. Each segment has similarities but
are also unique and individualistic in their own ways. Corona has a dominant stance in most of
the segments, however, there is always room for growth. They are already involved in the sports
and music industries but should seek to become even more involved in these spaces. Becoming
more involved in these areas would allow them to make more profit and increase their market
percentage (customer base). Music festivals and sporting events have a wide range of different
people attending the events. While everyone may not have similar interests as each other, for the
most part “each and every [person attending has] disposable income” (TrendSource). Putting
more resources into these segments would allow Corona to attract more customers that are
willing to spend money. With the “craft beer industry [growing] at a rapid rate,” gaining a more
dominant stance in market segments that Corona is already excelling in is a crucial part to
maintaining a top spot against their competitors (blackdogDESIGNS). Certain places across the
country, like New York, have become hotspots and have seen most of the rapid growth. Corona
should also push their products into these places like New York to assert their dominance in these
newly up and coming craft beer hotspots. If Corona can sponsor sporting events and music
festivals while also entering up and coming markets, they have potential to increase their
dominance across multiple segments.
In the craft beer industry, there are many different options to choose from. Amongst these
options, Corona is one of the more popular choices. They “control twenty-nine percent of the
market” for craft beer (Bhasin). Their positioning is one of the main factors that allows them to
be dominant across certain segments of the market. The top competitors to Corona are Heineken
Corona 25
and Budweiser, with each of them taking their own approach towards the market. Corona over
the years has maintained their positioning of “refreshing memorable moments” (Bhasin). Not
only does Corona position their beer as a drink, but they also focus on tying the consumption of
their products to experiences. The association of the lemon wedge with the beer is one of the
small aspects that Corona has created that helps them differentiate themselves from their
competitors. Corona has many advertisements, with many of them consistently tying them to the
beach. The position they take by creating the connection between the beach and their product
allows Corona to stand out. Their positioning statement “the beach state of mind” creates a sense
of relaxation throughout their customers (Adamska). The appeal that they have in different
segments of the market all revolve around their positioning statement which is shown throughout
their campaigns. One of Corona’s more popular campaigns is “La Vida Mas Fina” which means
“the fine life” (Corona). This statement applies to all segments of the market they are involved
in, because it allows their customers to feel the sense of luxury that comes with drinking a
Corona product in any setting, they may be in. The presence that Corona has created in the
market through their position statements and campaigns are key factors that differentiate
themselves from other craft beer brands.
The positioning standpoints that Corona has taken in different segments of the market has
allowed them to pave the way and become leaders in the industry. Their statements of “La Vida
Mas Fina” and “refreshing memorable moments” define their products and give their customers
a fulfillment of satisfaction. Corona does a great job with their positioning in the different market
segments. Corona is commonly connected with beach themes, and the company takes pride in
serving a product that is associated with calm and relaxed surroundings. The next positioning
standpoint that Corona should take into consideration is how they value beaches. Corona is
Corona 26
responsible for many beach cleanings around the world, but they should take a stance making it
known how much the company values the environment. Adding this position alongside their
other positions of making refreshing memorable moments and taking part in the fine life could
help the company reach a new share of the market. Corona’s current positioning standpoints is
one of the reasons why the company is successful and adding another position would help them
become more dominant in the different segments across the market.
Diagnostic Brand Profile
A Corona beer can be spotted easily due to their eye-catching bottle and bright colors.
Corona the beer is aimed more at older adults, around their 30s to 50s. For beer, Corona offers
different categories: Fine, Light, Premier, and Familiar. For the alcohol drinkers that are younger
or not as interested in beer, Corona does offer Hard Seltzer and Corona Refresca. These two
options are extremely popular due to the current seltzer trend. Corona beer is aimed more toward
the family barbecues, summer days, and wants a relaxing afternoon. The beer presents itself to
remind the consumer to live in the moment and relax. Corona stands apart from their competitors
due to their Spanish name, colors, and branding.
The Corona brand colors are yellow/gold, blue, and white. The beer’s name, Corona,
translates to crown in Spanish. These colors are extremely easy to distinguish in the store and in
advertising. The brand also uses a font that Corona likes to create advertisements and their
marketing materials with the beach, the pool, or a palm tree in the background. Along with this,
the beer is optionally pictured with a lime on the side or on top to make it more appealing.
The brand’s slogan is “La Cerveza Mas Fina'' which translates to “The Finest Beer''. The slogan
has been in Spanish since the beer was launched in 1925 in Mexico by Cerveceria Modelo (now
Corona 27
known as Grupo Modelo). The slogan “La Cerveza Mas Fina'' does not match the brand idea as
well as it should. The beer attempts to create a relaxing beach atmosphere for their demographic,
and “the finest beer” does not really match this image.
When one thinks of beer, they do not necessarily think “finest” but rather rich, clean,
light, or possibly strong. The idea of “fine” ties in better with wine, not beer. Although the beer
uses the word “finest” because it is made with the “finest” quality blend of barely, yeast,
imported hops, and water - this is not reflected or mentioned in their advertising which is why it
is hard to connect the slogan with the advertising (Long Beverage, Corona). Corona should
change their slogan to reflect their advertising, which is relaxing, living life, and enjoying the
moment.
Corona Extra was first brewed and bottled in Mexico in 1926, but it was not introduced
in the United States until 1981. Corona has been America’s #1 imported beer since 1998 when it
surpassed Heineken. It was also America’s fastest growing imported beer in the United States.
According to Forbes, Corona’s brand value is $11.4 billion and had over $7.5 billion in sales as
of July 27, 2020. Corona is the leading brand in Mexico and their review rose 17.6% in 2020
after a 19.9% jump in 2017. Corona is currently #63 on Forbes most valuable brands of 2020
(Forbes, Corona). Due to the data, Corona is currently in the maturity stage of their cycle.
Corona is well known, established around the world, has a recognizable brand, continues to
launch successful products and is still at the top of the market for beer.
Ten years after Corona launched, Corona Extra became one of Mexico’s best-selling
beers because of their marketing strategies. Part of Grupo Modelo, Corona’s first parent
company, strategy was putting the beer in clear bottles. The bottles have their own shape, which
became a symbol in the Corona brand and are now key additions to Corona’s success.
Corona 28
In 1937, the company pushed a successful marketing campaign to distinguish itself from their
mexican competitor, Pulque (History of Corona Beer). This campaign was so successful that it
led to the steady decline of Pulque’s popularity. Corona has changed the game by upping their
processing and production of beer which includes an advanced system of pasteurization and
refrigeration technology to improve the flavor. Now, Corona remains as one of the top selling
imported beers of the United States.
During the beginning of COVID-19, many people believed that Corona was going to
suffer due to their name. However, Corona defended their beer and Corona Extra sales were up
5% despite the impact of COVID-19. Corona’s is managed by Anheser-Busch InBev, which is a
Belgium based company engaged in manufacturing and distributing alcoholic beverages.
According to Investopia, Anheser-Busch InBev is one of the beers with the highest year-over-
year earnings per share growth for the most recent quarter. However, the company was
significantly affected by the pandemic as their annual volumes fell 5.7% compared to 2019
(Johnston, 2021).
Customer Value, Satisfaction, and Loyalty
Corona beer customers make their buying decisions based on a lot of factors but with
only one restriction, age. Depending on where the customer is located, the age restriction can
hinder their purchase of the alcoholic beverage. Aside from the obvious restriction, there are a lot
of factors, like mentioned previously, that affect the buying decision. It starts off with customers
deciding what it is they want to drink: water, soda, juice, alcohol. When dwindling down to
alcohol there are still several choices to choose from: seltzers, rum, vodka, gin, tequila, beer, etc.
When the consumer decides on beer, “a carbonated, fermented alcoholic beverage that is usually
made from malted cereal grain (especially barley), is flavored with hops, and typically contains
Corona 29
less than a 5% alcohol content” things get more interesting. Given that there are thousands of
beer brands, companies outdo themselves while they try to outdo the competition. This can be in
regard to packaging and labeling, percentage of alcohol content, flavors. Corona has also
recently entered the market for hard seltzers, essentially carbonated water with alcohol and
flavoring. This allows consumers to have a larger selection to choose from. Additionally, there is
Corona ‘Refresa Más’ , which is a cocktail in a can with 8% alcohol content.
During the global pandemic it was believed that because Corona had relatively the same
name as the viral virus, sales would decrease for the alcohol brand. CBS news put out an article
on March 1, 2020 stating that “38% of American beer drinkers surveyed this week said they
wouldn't buy Corona "under any circumstances" at the moment”. Later that year there was
another article released stating that sales didn’t actually suffer like a lot of individuals would’ve
assumed. They go on to state that the profits of Constellation Brand “rose 13% in the late
summer and fall, according to Wall Street analysts. Sales did fall slightly in the summer,
dipping about 2%.”
As far as the price range for this popular beer. It averages above the Arizona average
calculated in 2019. In the figure below it shows the average price per state of a 24-pack case of
beer. After searching through popular retailer Walmart, it was found that a case of 12 costs
roughly $16, meaning that the actual price for a 24-pack is double the Arizona average.
Corona 30
A SWOT Analysis
Corona 31
STRENGTHS
Advertising strategy
Clear target market and positioning
Customer loyalty
Market leader
WEAKNESSES
After merging with ABinbev
prices went up
Corona became less organic and
“crafty” and more industrialized
Clear beer bottles not ideal for
beer
OPPORTUNITIES
Expanding more into global markets
(China, India, Europe)
Being green and environmentally
friendly into market opportunity
Partnership with sporting
events/movies/university
THREATS
Competitors - Heineken the
biggest one
Legal troubles - AbInbev suing
Constellation brands over Corona
brand name
SWOT Analysis explained
As we studied during our Marketing class, a SWOT analysis is a very useful method we can use
to discover and analyze the strengths, weaknesses, opportunities and threats regarding a brand or
a company. We built a table representing a careful SWOT analysis of Corona Cerveza.
STRENGTHS:
Mexico is the biggest importer of beer in the U.S., especially with Corona which accounts for
68% of beer import in the United States, making Corona a market leader. It is also in the top 10
highest selling beers worldwide, being a global brand exporting to more than 120 countries.
Corona 32
Their advertising strategy is brilliant and unique, always picturing the image of Mexico, sun,
water and beaches. This also represents Corona’s clear market target and strategy, and by not
changing their image throughout the years, it helped Corona maintain a very loyal customer base.
WEAKNESSES:
After Grupo Modelo was acquired in 2013 by the multinational Beer company ABinbev,
there were pros and cons. While this group helped Corona reach the global market in larger ways
than ever before, Corona’s price was increased. Also, it lost some reputation regarding their
image: being owned by a giant company such as AbInbev Corona was now considered less crafty
and organic, and many customers started thinking that it wasn’t exemplifying the original idea of
a locally produced Mexican beer, but it was now representing a more industrialized beer looking
for huge markets like the U.S. or Europe. However, the biggest weakness in our opinion is that
Corona uses clear glass bottles: scientific studies show that UV rays easily penetrate clear glass
bottles, giving it a bad taste and an offensive smell, especially if left out in the sun. However,
brown and green glass bottles perform a better job at blocking the sun’s rays, protecting what’s
inside in a better way. So even though using clear glass bottles may be more aesthetically
pleasing, it may cause this quirky taste in the beer.
OPPORTUNITIES:
There are huge opportunities for the Corona brand to expand into the global market, more
than they already have. Especially in developing countries like China and India. These two are
also the most populated countries in the world, counting more than a billion people each, so a
huge market share since they account for more than a third of the world population. Another big
opportunity comes from partnership from the TV, for example with the blockbuster saga Fast and
Furious; also, Corona sponsors very actively sporting events such as Boxe, soccer and mma.
Corona 33
There is even a collaboration between them and the University of Texas with the slogan of
“Horns up, Limes in” (Chris Chavez). In our opinion this could be a good opportunity, if Corona
partners up with different universities while at the same time teaching how to be drinking
responsibly.
THREATS:
The biggest threats for Corona are their competitors. Among them, Heineken beer and the
whole Heineken group are their biggest competitors. Another serious problem are legal troubles.
They are going through one right now: As we explained before Abinbev, the Belgian company
that owns Corona, had to sell their rights for the U.S. production and distribution to Constellation
brands, because of an antitrust issue. However, as we can read the article from Philip Blenknsop
Reuters, ABInbev will take to court their “American partners” because they breached their
deal over Corona brand name. Constellation brands named their new hard seltzer using the
Corona brand name. Hard seltzer is an alcoholic beverage which is not beer, while they were
limited to use the Corona name just for distributing beer. We will see how this goes;
however, this is a threat because a legal lawsuit like this one could be very expensive, and it
can damage Corona’s name and reputation.
What products are available
Corona is similar to many other craft beers throughout the market in regard to being
owned by a larger parent company. The parent company that owns Corona is AB InBev, which is
a Belgian multinational drink and brewing company. They produce many products across the
beverage industry and own many well-known brands alongside Corona such as Budweiser, Stella
Artois, and Modelo. Owning all of these major brands allows for AB InBev to work with a large
Corona 34
product mix. The main products that are offered through AB Inbev and their brands are the craft
beers. With beer being the predominant product sold, other beverages that include hard seltzers
and cocktails are also a part of the product mix offered by AB InBev. With hard seltzers making
an appearance into the market this past year, AB InBev introduced many seltzers of their own.
The products that they introduced to the market were the Corona Hard, the Bud Light, the
Michelob Ultra Organic Hard, and the Natty Light Seltzers. The product that had the most
success was the Corona Hard Seltzer, which became “the #4 hard seltzer brands in the US”
(Arthur). More products that are offered in AB InBev’s product mix are their cocktail variety
lines. The Corona Refresca and the Anheuser-Busch Cutwater are the two predominant cocktail
products that are offered. Since AB InBev owns many well-known brands, they have a big
product mix that allows them to offer a wide variety of beverages across the different sections of
the market.
Corona has many different product lines that they offer as well. The different beverages
that Corona produces are craft beers, hard seltzers, and refrescas. Beer is what Corona is most
commonly known for with their most successful one being the Corona Extra. Other beers that
they brew are the Corona Light, the Corona Familiar, and the Corona Premier. Each different
variety of beer can be bought as a single bottle or in a pack of six, twelve, eighteen, or twenty-
four. Each variety differs from each other, making them all unique. The Corona Premier is a
Light Lager beer that has only ninety calories and has an alcohol content of 4%. The next beer,
the Corona Light, is a Mexican Lager that is ninety-nine calories and contains 4% of alcohol
content as well. The Corona Extra is a Pale Lager that contains an alcohol content of 4.6% while
having 149 calories. The final beer, the Corona Familiar, is a Mexican Lager beer that has 157
calories while containing an alcohol content of 4.8%. Corona recently jumped into a new
Corona 35
segment of the market releasing their Corona Hard Seltzer. Each hard seltzer is ninety calories
while being gluten free and containing an alcohol content of 4.5%. There are eight different
flavors across two variety packs that are sold. The first variety pack that was released consists of
the flavors Blackberry Lime, Tropical Lime, Cherry, and Mango. The other variety pack that was
released later on has a different combination of flavors that are Pineapple, Strawberry, Passion
Fruit, and Raspberry. These seltzers are sold as two variety packs that can either be bought in
packs of twelve or twenty-four. Before releasing their Hard Seltzer into the market, Corona
released their Refresca. The Corona Refresca is a tropical cocktail that has “a refreshing taste
that’s full of flavor” (Corona). The four flavors are Guava Lime, Coconut Lime, Passionfruit
Lime, and Mango Citrus. The first three flavors all have 187 calories and contain an alcohol
content of 4.5%. The Mango Citrus flavor is a Refresca Mas, which contains a higher alcohol
content of 8%. Along with having a higher alcohol percentage, the Refresca Mas is also more
calories than a normal Refresca. The Refresca Mas has sixty-four more calories coming in at 251
calories total. The releases of the Refresca and the seltzer helped Corona expand into new
territories of the industry. The variations of beers, seltzers, and Refresca’s are all the beverages
that Corona's product mix consist of.
Successful companies have to evaluate and assess their products to figure out how well
they are doing in the market. Many businesses use the Boston Consulting Matrix, which allows
their companies to “analyze both the current and future competitive landscape of their industry”
(Martin). In this matrix there are four classifications that determine how successful a product is
to a company. The matrix determines whether each product is a star, cash cow, problem child, or
a dog based on their growth rate and share in the market. For Corona, a couple products that have
been analyzed by the matrix are the Corona Extra, the Corona Light, the Refrescas, and the Hard
Corona 36
Seltzers. Starting with the Extra, this product generates the most profit for Corona while also
having a strong market share of 4.1%. The Corona Extra is considered to be a star product
because of its success in both categories. The Corona Light also has a sturdy market share of
4.1%, and consistently generates a high number of sales. It doesn’t put up the same numbers as
the Extra but having a strong market share and generating consistent revenues makes the Corona
Light a cash cow product. Corona’s product line of the Refresca’s did fairly well in the first year
that they were released. These cocktails fall under the wine and spirits category of the company
and contributed to 38% of Corona’s total sales in the fiscal year 2020. With this product having a
relatively low market share and having a high growth rate in its first year in production, as of
now this product is considered to be a problem child with plenty of room for growth. The Hard
Seltzers are Corona’s newest product line and were introduced into the market during the 2021
fiscal year. Hard seltzers made an appearance into the market for the first time in the beginning
of 2020. With many brands creating their own lines of seltzers to compete, Corona’s is currently
the fourth leading seltzer in sales. The Corona Hard Seltzer holds a market share of 6% and is in
an industry that is growing rapidly. The success that the Hard Seltzer has seen in a short period of
time makes this a star product for Corona. The Corona Refresca and Hard Seltzer are both
relatively new to the market and both have made an impact in their respective industries.
Releasing multiple products that have been successful across different segments of the
market, Corona is a smart brand that is conscious of what their customers want. They do not
offer any products that would be considered as a “dog”, as all of their products are mostly
successful. Corona does not need to remove any of their current products at the moment but
should look for ways to add to their up-and-coming ones. Corona should allocate more time and
money into their Refrescas. This product is new to the market and has flashed signs of success in
Corona 37
its first couple years. If more time and money were invested into the development of the
Refresca, these cocktail products could see an increase in their market share. If their market
share increased and they continued to generate a majority of the wine and spirits revenue, this
product would move out of the “problem child” category and would be moved into the “cash
cow” category of the Boston Consulting Matrix. Overall Corona’s products see success and
generate revenue in their segments of the market, with all of them contributing to the overall
success of the company.
New Product Development
In the recent year Corona has joined the market for the new and exciting hard seltzer drink that
has the entire population talking. Corona joined the market with competitors like “White Claw
owned by Mike’s Hard Lemonade-parent Mark Anthony Brands and Boston’s Beer Company
Truly” (CNBC, 2020) already paving the way for the spiked sparkling water that has become
popular among millennials. Their seltzers are advertised to have zero grams of sugar and carbs
and only 90 calories per 12 ounce can with a 4.5% alcohol content. Their current price stands at
Constellation brand budgeted over $40 million in marketing to release the four different flavors
of their hard seltzer. According to CNBC, Corona sold over 10 million cases of hard seltzer with
no sign of sales slowing down. Their first variety packed included Tropical Lime, Mango,
Cherry, and Blackberry Lime. As far as success goes, we believe that the launch of their first
variety pack was so successful that they decided to release a second variety pack with Pineapple,
Strawberry, Raspberry and Passionfruit.
Even though Corona was quick to jump on the seltzer trend following the footstep of
Truly, Truly has proven to hold reign in seltzers. After introducing their original spiked seltzers,
the company produced spiked lemonade seltzer and has now been the first to introduce spiked
Corona 38
iced tea seltzers. Their original seltzers had a 5.0% alcohol content with 1 gram of sugar and 100
calories while their price stays parallel to Corona at $14.99. Truly’s success proves true as they
continue to be one of the first companies to put our spiked seltzers and their place in the market
shows they pose a true competition to Corona Seltzers. One of their advantages is that they offer
an array of different flavors along with different packaging. Although their main seller is the
variety pack, they have now developed packages with singular flavors to target the audience that
just like pineapple or perhaps strawberry.
Corona has already made an entrance to the spiked seltzer world and from the revenue
they appear to be gaining, we believe they are in route to create more new products. A new
product idea is seltzers with higher alcohol content. Consumer’s love getting a ‘bang for their
buck’ and a can with the same delicious flavor but higher alcohol content will draw the attention
of a lot of seltzer drinkers. Aside from that, they can follow the footsteps of Truly and White
Claws making packages with a singular flavor instead of the now know variety pack and variety
pack #2. Corona has also already collaborated with famous musical artists Bad Bunny and Snoop
Dogg for commercials, we believe that could be taken a step further. If Corona were to actually
collaborate on a drink or drink flavor with either of those artists, it is almost assured that the
product will do well in the market. Bad Bunny is gaining a lot of traction and Corona is already
doing a great job at sponsoring his worldwide tour but a beverage collab would drive sales up
intensely. As far as ideas, we believe the latter would produce the most revenue, but it is
something new that Corona has never done. The idea seems plausible but there is a lot of other
background work that has to be done. For that reason, the first two product ideas are more doable
and where Corona should start as far as new products. Their competition is already on it and if
Corona wants to stay atop of the market, they need to catch up.
Corona 39
The Integrated Marketing Communications Mix
Corona uses a mix of partnerships with celebrities and their social media pages to
promote their products. Currently, Corona has partnered with Bad Bunny and Snoop Dog for
their “Vida Mas Fina” Campaign. This campaign launched in the Fall of 2020 and is still running
in April. The concept of the campaign is to relax and enjoy life as it happens. In one of the video
ads on Instagram, Bad Bunny says, “Let’s float and not think of anything else, because floating
on the beach is living your best life. Find the best life” (Corona AD, 2021). In the ad, Bad Bunny
is laying on a pineapple floaty in the middle of the ocean. This ten second ad was published on
Instagram stories. It was a great message for “La Vida Mas Fina” Campaign because it showed
Bad Bunny relaxing by the beach and living his finest life - which is the entire purpose of the
campaign.
Bad Bunny shines throughout the entire campaign and the partnership caught the
attention of young Latinx demographic that listen to the Latin artist. Corona is also the declared
sponsor of Bad Bunny’s “Último Tour Del Mundo”, which sold out in presale. This partnership is
set to bring attention to the Corona brand in 2022. The campaign is shared on the different
Corona social media platforms which have over 3 million followers combined. The most active
social media account is the @Corona Instagram account.
On Instagram, the Corona account is extremely active with over 783,000 followers. The
account currently posts beautiful beach front houses and islands. It really pushes the idea of
drinking Corona Beer in beautiful tropical locations. On Twitter, they use the handle @Corona
and have over 44,000 followers. Even though Corona has thousands of followers, their
engagement level is extremely low. The account tweets photos and blog posts for their followers
but they only receive around 6 to 10 likes. On Facebook, the Corona account has over two
Corona 40
million likes, however, the account has not been active since October 23rd, 2020. The last post
the account had was the launch of “La Vida Mas Fina” Campaign. Considering that the Corona
Facebook account has over 2 million likes and has the most followers than any other social
media account, they should be more active with posts that are engaging. An example of creating
a more engaging post would be asking their followers what their favorite beer type or flavor is.
Modelo, one of Corona’s competitors, takes a completely different approach on their
Instagram account. Although they also highlight the athletes the brand spsonors, Modelo does
not have a set theme like Corona. Although Modelo mainly uses the dark royal blue, their
Instagram page does not look as put together or on brand as Corona’s page. On Instagram,
Corona 41
Corona does an amazing job of staying on brand on their Instagram. As far as Instagram goes,
Corona knows how to showcase their brand better than their competitors.
Pricing
As far as the different prices between the different products that Corona offers, they are
all pretty similar. The different products range from different beer types, the quantity in a pack,
the ounces and then the container that the beverage is in. In the graph below we can see the
difference in prices listed on the Total Wine website, a store that offers different types of alcohol
including all of the Corona products. For the sake of this table, we depicted only the highest
quantity they offered of each beverage so the reader could get a better idea of the range in
prices.
Corona 42
In comparison with other beer brands, Corona is a bit on the expensive side. Most of their
prices are $1-2 higher than the competition. This doesn’t seem to affect the brand and their
demand because they have created such great brand presence and they’ve established themselves
in the market. Their great tasting beverages have grown a huge following and their consumers
are loyal to the product, no matter the price. Corona has opted for premium pricing in order to
maximize profit given that they haven’t seen a downfall in demand. This can be proven by the
fact that they occupy the fourth position in the world market. Their strong presence in stores,
television and sports has helped them create that strong position we spoke about. The company
has resulted in high domestic and international sales and greater revenues.
As far as the competition and how much they are charging, we have listed 4 of the closest
competition to Corona. All of the following prices are in regard to a 12oz. 24-pack but differ in
container from bottle to a can. These prices were also taken from Total Wine and list as follows:
Michelob Ultra $22.99, Heineken $23.99, Modelo Especial $24.99, Bud Light $19.99. As seen,
the prices range from $20-25 for the competition whereas the price for a 12oz. 24-pack of
Corona Extra is $25.99.
Although the price of Corona in comparison to other brands is a tad bit higher, Corona
offers bundle prices depending on the beer you get and the quantity in the pack. Below is a graph
that analyzes Corona Extra and their prices relative to the quantity offered. The graph shows the
quantity, ounces, total price and then breaks it down to the total price of a single bottle. We can
see that as you purchase a bigger pack, the price of an individual bottle diminishes by a couple
cents each time.
Corona 43
Corona is already doing a great deal to differentiate themselves from the rest of the
brands that offer similar products. Even though one of those things is a higher price than the rest,
it seems to work for them, and their revenue demonstrates it. One thing that they could do is
offer more bundles for their new seltzers. As of right now they only offer two different kinds of
variety packs but creating more bundles and flavors would benefit the fandom behind the
Refresca Mas drink.
Channels of Distribution
Even though Corona has been bought by the multinational beer giant ABinbev, Corona is still
brewed “locally” in Mexico, by Cerveceria Modelo which is as we know the original founder of
this beer almost one hundred years ago. However, in the past couple of years (around 2019),
ABinbev started a process to try to produce Corona in other parts of the world, like China and
the U.K. (C. Burnett).
Corona is one of the 100 most valuable global brands, and therefore it is sold and distributed to
more than 150 countries worldwide, a very impressive number for a beer brand. Since it is sold
Corona 44
in so many different places, we cannot talk about every single distribution strategy around the
world, but we can focus on the U.S.
Corona uses omni-channel retailing: they engage and interact with customers through social
media, website, mobile apps, and of course in physical stores. Corona has a very wide
distribution channel, supplying their product to wholesalers, retailers and drop shippers. Since
Corona is the manufacturer, their biggest distribution channel is retailers: they supply basically
every grocery store in the United States (Walmart, Target, Fry’s, Safeway and so on). Even
though the selling of beer and alcohol products is rapidly increasing online, thanks to the many
online retail websites, Corona is still sold for the most part inside grocery stores, so from a
physical retailer. They also sell to wholesalers, which will then sell Corona in smaller quantities
to smaller privately owned grocery stores, bars, restaurants, clubs, stadiums and so on. Corona’s
distribution system and strategy is very well planned and organized, and since they are one of the
most valuable beer brands, they have both the funds and supply chain intelligence to make their
product accessible in every part of the globe, so these two factors give Corona a competitive
advantage in distributing their products.
Overall Recommendations
Corona does very well with the younger population of beer drinkers (Kunst, Share of
Americans who drink Corona Extra 2018, by age). How does it manage, and how can the
company continue to pull sales with the demographic? The company continues to push itself
by entering new trendy markets. While these decisions may be risky in the sense that they
are passing fads, Corona conducts research to determine the staying power before entering
new markets (Bruce, Millennials continue to fuel hard seltzer sales, with no ceiling in sight).
The best example of Corona staying on the cutting edge with young drinkers is their decision
Corona 45
to be one of the first companies to enter the hard seltzer market after White Claw and Truly.
While still in the early stages of its product life, Corona’s hard seltzer line is proving very
lucrative for the company, ranking fourth in popularity and growing (Arthur, Corona Hard
Seltzer leaps to #4 in the US: ‘We’re just warming up!’). This example tells us that Corona
needs to keep breaking new ground in order to maintain relevance with the company’s target
market, i.e., younger drinkers. When considering the overall nature of the industry, many
alcohol companies are a step behind Corona. The company is proving that there are many
perks to being a first or early mover, using its already huge brand presence and loyalty to
attract customers to try their new product.
Another strategy that works for Corona is sticking to its Mexican roots. Commercials
and specials during the month of Cinco De Mayo and Día Los Muertos work. Studies have
shown that the largest number of Corona drinkers are Hispanic (The Staff, The Demographics of
Beer). Given this information, Corona should continue to advertise the Mexican culture in order
to connect with its largest demographic. While the beach and vacations are universal for
everyone, many people like to identify with things and products that help them feel like they
have a shared experience. Corona should not abandon its variety in advertisement, but it should
take advantage of its Mexican roots and the culture more frequently.
Corona should be focused on preserving the original quality and culture that made them a
successful brand to begin with. One of the biggest struggles Corona faces is industrialization and
integration into the Ab-InBev lineup. While Ab-InBev provides the opportunity for
globalization, Corona has experienced success as an early mover in the hard seltzer industry
Corona 46
which Ab-Inbev did not support. In addition, Corona should also be concerned with preserving
the culture that built their foundations. Hispanic drinkers still remain one of the top consumers of
Corona.
Celebrating and tailoring advertisements towards holidays like Cinco De Mayo and Dia
Los Muertos is a good way to continue to communicate the culture. Being a small family run
company required innovation to be successful that eventually brought great attention and
transformed Corona into the huge name that it is today. While industrialization from Ab-Inbev
helps Corona fulfill its potential abroad, they have created challenges for the company when
looking to enter new markets. Corona has proven successful with new entries on numerous
occasions with their Refresca and hard seltzer lines. Even with the immersion of new products,
Corona has been able to preserve their current demographics and culture.
Two of the largest groups to consume Corona include Hispanics and younger drinkers in
their early and mid 20’s. We believe that it is important for Corona to continue to push the
boundaries and introduce new products in order to appeal to the younger population while
maintaining a healthy balance of advertising their preserved culture in order to continually
connect with the Mexican culture as well. Even with the arrival of Corona’s hard seltzer brand,
Corona beer still remains the top imported beer in the US.
Conclusion
Corona 47
Corona should definitely look at all the opportunities and try to turn them into their
strengths. Overall, they are a very valuable and profitable company, but if they want to beat
their competitors and their threats, they should work more on the weaknesses that we
discussed and try to keep their major strengths without altering them.
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