+5%

4,276 $m

Alcohol

Thanks to consistent messaging, Corona is building universal global appeal. It’s the top-selling imported premium beer in the US and in more than 15 countries across continents including Asia, Africa, and Oceania. Anheuser-Busch InBev’s acquisition of the remaining stake in Mexico’s Grupo Modelo for approximately USD $20.1 billion concluded this year. While Corona’s new parent company recently released disappointing financials, the agreement increases the brand’s global presence, making it part of a combined company that has the beer industry’s fourth-largest profit pool. With its Taylor Steele-directed video, “On Mexico Time—From Where You’d Rather Be,” a shift in the brand’s global positioning can be seen as it works to conquer international markets. The ad communicates a “take the beach with you” lifestyle and captures Corona’s spirit of enjoying the moment, relaxing, and connecting. Connecting its brand image and brand values, Corona has focused its strengthened Corporate Citizenship efforts on its “Save the Beach” initiative. Corona, working with celebrities such as Bar Refaeli and Custo Dalmau (of Custo Barcelona), continues to revitalize beaches across Europe. It has also focused on sports sponsorships such as #coronalondon, a beach volleyball tournament featuring Olympic athletes at a temporary court in Covent Garden one year after the sport’s first games at London 2012. Teams at the 2013 event competed for a trip to Mexico.

Corona Extra

Manufacturer	Grupo Modelo, Anheuser-Busch InBev
Introduced	1925 in Mexico
Alcohol by volume	4.6% [1]
Style	Pale lager Official website

Corona Extra is a pale lager produced by Cervecería Modelo in Mexico for domestic distribution and export to all other countries besides the United States, and by Constellation Brands in Mexico for export to the United States. The split ownership is a result of an anti-trust settlement permitting the merger of Grupo Modelo with Anheuser Busch InBev. It is one of the top-selling beers worldwide.^[2]Outside of Mexico, Corona is commonly served with a wedge of lime or lemon in the neck of the bottle to add tartness and flavor.

In the United States, Corona Extra is the top selling imported beer.

Ingredients[edit]

According to Sinebrychoff, a Finnish company owned by the Carlsberg Group, Corona Extra contains barley malt, rice and/or corn, hops,yeast, antioxidants (ascorbic acid), and propylene glycol as a stabiliser.^[5]

Gluten quantities[edit]

Some proponents of gluten-free diets for general health or specific conditions, such as celiac disease and SIBOS (small intestine bacterial overgrowth syndrome), advise beer consumers to drink Corona because of its low gluten quantities. Bottles of Corona Extra contain less than 20 ppm gluten, while other typical beers contain well over 2000 ppm.^[6] The limit for gluten free is 200 ppm. Coronas sold in Mexican markets are typically marked gluten-free.

Packaging[edit]

Corona beer is available in a variety of bottled presentations, ranging from the 190 ml (6.4 U.S. fl oz; 6.7 imp fl oz) ampolleta (labeledCoronita and just referred as the cuartito) up to the 940 ml (31.8 U.S. fl oz; 33.1 imp fl oz) Corona Familiar (known as the familiar, Litro orMega). A draught version also exists, as does canned Corona in some markets.

An explanation^{[citation needed]} for the origin of the distinctive ‘crown’ logo from which Corona takes its name since 1925, says it was based on the crown that adorns the Cathedral of Our Lady of Guadalupe in the town of Puerto Vallarta. This cannot be, as the tower that supports the crown was only erected in 1952, the crown itself being installed at the top in 1963.^[7] In Spain, the beer is branded as “Coronita” (literally, little crown), as renowned wine maker, Bodegas Torres owns the trademark for “Coronas” since 1907.^[8] The packaging is otherwise unchanged. In the United Kingdom, Canada and the United States, smaller, 210ml (7 fl. oz) bottles of the beer are also branded as “Coronita”.

Sponsorship partners[edit]

Corona was the title sponsor of the LPGA Tour tournament Corona Championship (later Tres Marias Championship), and was the sponsor of the NASCAR Corona Series (now NASCAR Toyota Series) in Mexico, the most followed stock car racing series in the country.

In addition, Corona is a “second sponsor” for four of Mexico’s top-flight professional soccer teams of the First Division. The teams sponsored by Corona are América, Toluca, Atlas, and Santos Laguna. Corona also sponsors Major League Soccer‘s Chivas USA. ^[9]

Corona and the ATP have 5½ year sponsorship where Corona will be the ATP’s premier world wide sponsor. Corona was also the title sponsor of the SBK Superbike World Championship from 1998 until 2007.

Advertising[edit]

Corona has been seen advertised on London’s famous black cabs.^[10]

In the US, Corona is best known for its ads featuring a man and woman lounging on the beach. They are unseen save for their arms.

Due to legal issues, Corona is named Coronita in Spain.