Corona Beer: Sales During A Pandemic

In early 2020, during the COVID-19 pandemic, a survey by 5W Public Relations claimed that 38% of Americans would not buy Corona beer under any circumstances due to its similarity in name to the coronavirus. However, sales of Corona increased by 8.9% in the first three months of 2020 and showed year-over-year growth of 24% in the first three weeks of March 2020, indicating that people were still buying the beer despite the pandemic and related misconceptions. While some customers remained loyal to the brand, others expressed dissatisfaction with changes in the beer's taste, such as when it started being brewed in the UK instead of Mexico.

Is Corona Beer suffering from its association with the Coronavirus?

Corona Beer is a Mexican beer brand that is exported and sold worldwide. It is the top-selling brand of imported beer in the United States and has been the top-selling imported drink in the country since 1998. The brand's most popular variation is Corona Extra, a pale lager.

In early 2020, during the initial outbreak of COVID-19, a survey conducted by public relations firm 5WPR found that 38% of the 737 American beer drinkers surveyed would not buy Corona "under any circumstances" due to its similarity in name with coronavirus. Of those who drank Corona regularly, 14% said they would not order it at a public venue, and 4% said they would stop drinking it altogether. This led to claims that Corona Beer was suffering because of its association with the coronavirus. Ronn Torossian, the founder of 5WPR, stated that "there is no question that Corona beer is suffering because of the coronavirus". The survey results also affected the stock of Constellation Brands, the company that brews and distributes Corona, which fell by nearly 11% on February 28, 2020.

However, it is important to note that the survey conducted by 5WPR was disputed by some. An article by CNN claimed that the question that led to the 38% statistic did not mention COVID-19 as a motivation, indicating a preference for a different brand rather than an association with the virus. In reality, sales of Corona Beer increased by 8.9% in the first three months of 2020 and showed year-over-year growth of 24% in the first three weeks of March 2020, as American consumers were drinking more alcoholic beverages while staying at home during the pandemic.

While there may have been some initial hesitation among consumers due to the name association, it appears that Corona Beer did not suffer significantly from its association with the coronavirus. In fact, the brand's sales increased during the early months of the pandemic, and it remains a popular and top-selling beer brand worldwide.

Corona Extra: the brand's most popular variation

Corona Extra is the brand's most popular variation. It is a pale lager and one of the top-selling beers worldwide. It has been the top-selling imported drink in the U.S. since 1998, and is also the top-selling brand of imported beer in the United States.

Corona Extra is a slightly stronger and more bitter version of the classic pale lager. It is often served with a wedge of lime or lemon in the neck of the bottle to add tartness and flavour. The citrusy and light beer is only 4.5% ABV, making it a relatively light beer and a popular choice globally, especially for new beer drinkers.

The iconic and recognisable packaging, influenced by its name, shows a small crown coming from "corona" meaning crown in Spanish. The golden colour of the beer contrasts with the navy blue and white design, helping to give the beer its stand-out and discernible appearance.

Corona Extra was first exported to the United States in 1976, and quickly rose to become one of America's most popular beers. The beer has stayed as one of North America's most popular beers, and soon after exporting to the US and Canada, Corona became one of the most popular and recognisable beers globally.

Vin Diesel's role in popularising Corona Beer

The popularity of Corona beer has skyrocketed in recent years, and Vin Diesel's Dominic Toretto in the Fast and Furious franchise has played a significant role in its success. The franchise's love affair with Corona is not a product placement but an odd piece of character development.

In the first film, Vin Diesel's character utters the iconic line, "You can have any brew you want... as long as it's a Corona." This line not only sets the tone for Vin Diesel's relationship with his crew in the movie but also becomes a symbol of home and family, an integral theme in the series. Corona's appearance in the films is a clever use of a product, providing a unique quality that sets the Fast and Furious series apart from other Hollywood franchises.

Corona's association with the franchise goes beyond the initial film. In Furious 7, when offered a Belgian ale, Vin Diesel's character replies, "I'm more of a Corona man myself." This exchange highlights the character's loyalty to the beer brand and further cements it as a unifying symbol in the movies.

The use of Corona in the Fast and Furious films is not a result of a typical product placement deal. According to the franchise's creators, Corona represented what they were looking for when developing the saga—a true Californian, Southern California beer. The beer also reflected the diverse cast, with significant contingents of Hispanic and Asian consumers.

The impact of Vin Diesel's character drinking Corona in the movies has been significant. Corona has acted as a signifier of time and place and, as the franchise progressed, a tool for self-reference and awareness. The beer brand has become synonymous with the franchise, and its appearance in the films provides a sense of continuity and nostalgia.

Corona's inclusion in the Fast and Furious series has transcended simple advertising gimmicks. It has become an integral part of the franchise's unique qualities, symbolising home and family and defining the unbreakable bond of Dominic's crew. Through all their adventures and stunts, Corona remains a constant reminder that there's no place like home and no bond as strong as family.

Corona's sales in the US

Constellation Brands Inc, the company that produces Corona, has stated that sales of Corona Extra in the US have remained strong. In a statement, the company's Chief Executive Officer, Bill Newlands, said that their business "continues to perform very well" and that they have "seen no impact to [their] people, facilities or operations". This is despite a survey that found that 38% of American beer drinkers would not buy Corona during the coronavirus outbreak due to its name.

In fact, sales of Corona increased 8.9% in the first three months of 2020, and showed year-over-year growth of 24% in the first three weeks of March 2020, as American consumers were drinking more alcoholic beverages while staying at home during the pandemic.

Corona is the top-selling brand of imported beer in the United States and has been the top-selling imported drink in the US since 1998. Its most popular variation is Corona Extra, a pale lager. Other variants include Corona Light, Corona Premier, and Corona Familiar.

Corona is a Mexican brand of beer produced by Grupo Modelo in Mexico and exported worldwide. Constellation Brands is the exclusive licensee and sole importer of Corona in the US.

Corona's new Sunbrew Citrus Cerveza beer

Coronas New Sunbrew Citrus Cerveza Beer

The Corona brand has been a household name for beer drinkers worldwide, especially with its Corona Extra, a pale lager that has been a top-selling beer globally. In 2024, the brand expanded its offerings with the introduction of Corona Sunbrew Citrus Cerveza, a new take on the traditional Mexican beer.

Corona Sunbrew Citrus Cerveza is a unique blend of real orange and lime peels, combined with the smooth and refreshing taste that Corona is known for. The addition of real citrus juice enhances the drinking experience, resulting in a light, crisp, and perfectly balanced cerveza. This new brew embodies the laid-back spirit of enjoyment that the Corona brand represents.

The launch of Corona Sunbrew Citrus Cerveza was strategically timed for the summer season, targeting the flavour-seeking Gen Z audience. The brand executed a social-first campaign, engaging influential content creators to showcase the product's attributes creatively. Tasting events were also held across select markets in the Northeast, including Boston, Connecticut, New Jersey, and the NYC metro area, allowing consumers to experience the unique flavour of Sunbrew.

The Corona brand has always been associated with a carefree and relaxed attitude, and the introduction of Sunbrew Citrus Cerveza adds a new dimension to its portfolio. With its vibrant natural citrus flavour, Corona Sunbrew is the perfect companion for a day in the sun with friends. The brand encourages consumers to relax responsibly and enjoy its products, embodying the essence of "La Vida Más Fina" or "The Fine Life."

Despite a brief impact on sales due to the unfortunate association with the Coronavirus outbreak, the Corona brand has persevered and continues to innovate with new offerings like the Sunbrew Citrus Cerveza.

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