Corona Beer Sales: Impact Of An Unfortunate Name

In early 2020, sales of Corona beer took a hit as consumers mistakenly associated the brand name with the new coronavirus. A survey by 5W Public Relations found that 38% of beer-drinking Americans would not buy Corona under any circumstances, with 14% of regular Corona drinkers saying they wouldn't order it in a public venue. However, only 4% of Corona drinkers said they would stop drinking the beer. Despite the negative press, Corona reported an increase of 8.9% in sales in the first 3 months of 2020. While the impact of COVID-19 on Corona's sales is unclear, the brand has an opportunity to connect with its customers and change the narrative.

A survey found that 38% of beer-drinking Americans would not buy Corona under any circumstances

It is important to note that the survey question did not explicitly mention COVID-19 as the reason for avoiding Corona beer. However, the timing of the survey, conducted during the early stages of the Coronavirus outbreak, suggests that the pandemic may have influenced the responses. The survey also found that only 4% of regular Corona drinkers said they would stop drinking it, but 14% of those drinkers stated they wouldn't order Corona in a public venue, and 16% were unsure if the beer was linked to the virus.

The impact of the Coronavirus outbreak on Corona beer sales is a complex issue. While the survey results indicate a potential decline in demand due to the name association, it is also possible that consumers may differentiate between the two, especially as the outbreak progresses and people become more informed. Additionally, consumer behaviour can be influenced by a variety of factors, and it is challenging to predict long-term trends based on a single survey.

The survey highlights the challenges faced by brands during a public health crisis. While the association between Corona beer and the Coronavirus may be coincidental, it demonstrates the importance of brand reputation and the potential impact of negative perceptions. It also underscores the delicate balance between maintaining brand recognition and avoiding unintended associations that may impact consumer behaviour.

Overall, the survey findings provide valuable insights into consumer behaviour during a global pandemic. While the results suggest a potential shift in preferences away from Corona beer, it is essential to consider the broader context and the influence of other factors on purchasing decisions.

Only 4% of regular Corona drinkers said they would stop drinking it

While the coronavirus outbreak has negatively impacted the sales of Corona beer, only 4% of regular drinkers of the beer said they would stop drinking it. This is in contrast to the 38% of beer-drinking Americans who said they would not buy Corona under any circumstances.

The survey, conducted by New York-based PR firm 5WPR, also found that 14% of regular Corona drinkers would not order the beer in a public venue, and 16% of beer-drinking Americans were confused about whether Corona beer is related to the coronavirus.

The brand's reputation has undoubtedly been affected by the outbreak, with its "Buzz score" decreasing from 75 at the beginning of January to 51 by late February. However, a spokeswoman for Corona, Maggie Bowman, claimed that their consumers "understand there's no linkage between the virus and our business," and that Corona sales continue to be "strong."

Despite the relatively low percentage of loyal Corona drinkers who said they would stop drinking it due to the coronavirus outbreak, the impact on the brand's reputation and the decrease in its "Buzz score" suggest that the association with the virus has had some negative consequences for the company. It remains to be seen whether the brand will be able to recover from this public relations challenge and whether the outbreak will continue to affect sales in the long term.

14% of regular Corona drinkers said they wouldn't order it in a public venue

In early 2020, sales of Corona beer took a hit as consumers mistakenly associated the brand name with the new coronavirus. A survey by 5W Public Relations found that 38% of beer-drinking Americans would not buy Corona "under any circumstances now". However, this survey has been criticised for the way it phrased its questions, potentially misleading respondents into making the connection between the beer and the virus.

Among regular Corona drinkers, only 4% said they would stop drinking the beer. Interestingly, 14% of this group said they wouldn't order Corona in a public venue. This statistic highlights the potential impact of social stigma associated with the beer's name at the height of the pandemic. While the survey didn't provide context for respondents' answers, it's possible that some regular drinkers of Corona felt uncomfortable ordering it in public due to the similarity in name with the coronavirus. This reluctance to order Corona in public venues could have contributed to a decline in sales or a negative perception of the brand during that time.

The survey also revealed that 16% of beer-drinking Americans were confused about whether Corona beer was related to the coronavirus. This confusion, coupled with the social stigma of ordering Corona in public, may have contributed to the perception that the brand was suffering due to the pandemic. However, it's important to note that the survey didn't document any actual decrease in Corona sales due to this confusion or social stigma. In fact, Constellation Brands, Corona's producer, reported an uptick in sales of Corona Extra in the US during the first quarter of 2020.

The impact of the coronavirus on Corona beer sales has been a controversial topic. While some reports and surveys suggest a negative effect, actual sales data from Constellation Brands indicates otherwise. The controversy highlights the challenges faced by brands with names that unintentionally become associated with negative events or issues. In the case of Corona beer, the brand's response and strategy to address the situation were crucial in maintaining consumer trust and loyalty.

16% of beer-drinking Americans were confused about whether Corona beer is related to coronavirus

A survey conducted by 5W Public Relations in February 2020 found that 16% of beer-drinking Americans were confused about whether there was a relationship between Corona beer and the coronavirus. This survey was conducted on 737 beer-drinking Americans, as concerns about the coronavirus spreading in the US were intensifying.

The survey results also showed that 38% of beer-drinking Americans said they would not buy Corona "under any circumstances", with only 4% of current Corona drinkers saying they would stop drinking it. Additionally, 14% of Corona drinkers said they would not order the beer in a public place.

The survey results indicate a potential negative impact on the Corona beer brand due to its name similarity with the coronavirus. However, it is important to clarify that there is no link between the beer and the virus. The survey findings highlight a possible challenge for the brand's reputation and sales, especially as internet searches for "corona beer virus" and "beer coronavirus" have also increased during the same period.

The CEO of 5WPR, Ronn Torossian, stated that the situation is a "disaster for the Corona brand", as no brand would want to be associated with a deadly virus. This confusion and negative perception could lead to a decrease in sales and brand value for Corona beer.

It is worth noting that the survey results and the potential impact on Corona beer sales should be interpreted with caution. While the survey provides insights into the perceptions of beer-drinking Americans, it may not fully represent the general population or the long-term behaviour of consumers. Additionally, other factors, such as overall drinking habits and economic conditions, could also influence the sales of Corona beer.

Corona's Buzz score decreased from 75 to 51 in 2020

The buzz surrounding Corona beer has been significantly impacted by the COVID-19 pandemic, with its buzz score decreasing from 75 to 51 in 2020. This score, calculated by market-research firm YouGov, is based on whether US adults have heard anything negative or positive about the brand. The drop in the buzz score can be attributed to the unfortunate association between the beer's name and the coronavirus.

The similarity in names led to an increase in searches for "corona beer virus" and "beer coronavirus", which had a detrimental effect on the brand's reputation. A survey by 5W Public Relations found that 38% of beer-drinking Americans would not buy Corona under any circumstances, with some believing that the beer was linked to the deadly virus. This negative association was particularly damaging as it led to confusion and hesitancy among consumers, causing a decline in purchase intent.

The pandemic also affected beer sales in general, as people avoided social gatherings and public venues. This, coupled with the brand's low season during the pandemic, further contributed to the decrease in Corona's buzz score. The situation was exacerbated by the release of a hard-seltzer campaign with the slogan "coming ashore soon", which fell flat on social media due to the global spread of the coronavirus.

Despite the efforts of the company to dispute any connection between the virus and the beer, the brand's reputation suffered. This resulted in a decrease in Corona's buzz score, highlighting the impact of unforeseen events on brand perception and consumer behaviour.

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