Despite Worries, Corona’s Beer Sales Were Just Fine in 2020

A lot of brands needed to make some adjustments while the world was transforming in 2020. Consumer behaviors changed, restaurants closed, and confusion guided our behaviors. In the middle of the hysteria and misinformation was the brand Corona, known for their Mexican lagers.

I don’t think I need to explain why 2020 was a really bad time to have the name “Corona.” Naturally, there was some fear for the brand who would be impacted by consumer’s illogical responses. Early into the pandemic, a reported 38% of people surveyed said they would avoid Corona because of the coronavirus pandemic.

Fortunately, Corona ended the year just fine. Despite a small dip in the first half the year, the second half saw sales rise 13%. This means Corona actually did better than most companies did in 2020.

Surviving this type of misfortune requires a strong sense of brand identity. Anheuser-Busch InBev has built thin with their Corona brand, but there wasn’t luck involved. Years of marketing and product development have given the brand a strong identity that can survive a major unexpected challenge.

Building the Corona Brand

In case anyone needed clarification, the word “corona” is Latin for crown. The virus gets its name because it has a crown-like appearance at a microscopic level. The beer uses Grupo Modelothe name “Corona” to honor Puerto Vallarta where there is a recognizable crown on the Cathedral of Our Lady…