Member-only story
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 of Guadalupe. The beer and the virus have an etymological relationship, nothing more.
Being a Mexican lager, the Corona brand pays homage to its native Mexico. This can be seen in their advertising, as the brand often shows people drinking the beer while relaxing on the beach. Many people, particularly the American audience, will associate Mexico as a tourism destination. When they think of Mexican vacation, they want to be relaxing and enjoying the sunshine. Corona fits into that picture.
Corona has decades of advertisements linking them to laid-back atmospheres and sandy beaches. Perhaps this is best demonstrated by their “Feliz Navidad” Christmas commercial where a palm tree is decorated with Christmas lights. This commercial has been airing for nearly…
