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Corona is a Mexican brand owned by the world’s largest beer corporation Anheuser-Busch InBev. The beer is produced by AB InBev at Grupo Modelo’s facilities in Mexico for domestic distribution and export to over 160 countries (excluding the United States). The exclusive importer of the brand “Crown” in the United States is the intermediary company Constellation Brands. According to a report by Euromonitor, Grupo Modelo owns 57% of the Mexican beer market. Corona Extra is recognized as the most popular imported brand of beer in America and consistently ranks among the top five best-selling beers in the world. In 2016, the brand’s sales volume exceeded 240 million decalitres. The distribution of Korona in Russia is handled by SUN InBev.
Historical information
Although the tradition of brewing in Mexico dates back to the 1925th century, as all local producers like to mention in advertising booklets, the history of the Cerveceria Modelo brewery dates back to 3. It was then that the first batch of Corona Extra was brewed, and in just 8 years, production exceeded 1 million bottles. Aggressive marketing methods allowed the company to take a leading position in the market and begin to consistently absorb competitors. Having become “number 1997” in Mexico, the company began to implement a worldwide expansion and succeeded in this: by XNUMX, “Corona” became the best-selling imported beer in the United States.
After the construction of the Inamex plant, which produces malt for its own needs, the company changed its name to Grupo Modelo. In 2012, the Mexican manufacturer was bought by the world’s largest brewing corporation Anheuser-Busch InBev, which paid more than $20 billion for a controlling stake. The company plans to build the world’s second largest brewery in 2018. In a corporate announcement, it is reported that the design capacity of the enterprise is 9 million bottles per day. The opening of production in the state of Hidalgo is scheduled for early 2019.
Awards
Monde Selection, Brussels:
- 2006 – Gold (Corona Extra) medal.
Australian International Beer Awards, Балларэт:
- 2008 – Silver (Corona Light) medal;
- 2009, 2010 – Bronze (Corona Extra) medal.
Great American Beer Festival, Денвер:
- 2011 – Gold (Corona Light) medal.
North American Effie Awards:
- 2013 – Gold (Corona Extra) award for the Find Your Beach advertising campaign, bronze award (Corona Light) for the video A Refreshing Change of Beer.
World Beer Cup, Philadelphia:
- 2012 – Silver (Corona Extra) medal.
Los Angeles County Fair, California:
- 2004 – Silver (Corona Extra) medal.
Interbrand rating:
- 2016 – inclusion in the TOP-100 of the most expensive world brands;
- 2017 – “Best Global Brand” in the category of alcoholic beverages.
Brand Impact Award, Chicago:
- 2002-2004, 2006 – Hot Brand Award for impressive sales growth;
- 2009 – Hot Brand (Corona Light).
- 2017 – Hot Brand Award (Corona Extra, Corona Light).
Impact Blue Chip Awards, Cincinnati:
- 2009, 2011-2014 – Prize for success and consistent growth (Corona Light).
Beverage Forum:
- 2016, 2017 – the title of “The Largest Company of the Year”.
Growth Brand Awards:
- 2005 – Fast Growing Brand Award (Corona Extra, Corona Light);
- 2015 – Sustainable Growing Brand Award (Corona Extra).
Interesting Facts
In the history of Korona there is a fact of cooperation, which can be called an example of the most successful product placement in the history. It is alleged that for the fact that the charismatic hero of Vin Diesel in the Hollywood movie saga “Fast and the Furious” drank only Corona beer, the brand paid nothing to the film studio.
Just donated a few cases of his beer for free at the request of director Rob Cohen. Despite the fact that in the 7th part of the franchise a whole bucket of “Crown” appears on the screen, the terms of the partnership have not changed: the producers did not take a cent from the producers of the beer they loved.
Among the many stories about how a boy from a poor large family, thanks to his perseverance and a bit of luck, “made it into a millionaire”, there is one that has an unexpected ending. And it is about the creator of the Corona brand, Antonio Fernandez. It’s not that he became a billionaire, it’s more important how he disposed of part of his money. 80 people were mentioned in Fernandez’s will – all of them are his fellow countrymen, natives of a tiny village in the Spanish province of Leon. Each of them accounted for about $ 2,5 million – so Ceresales del Condado overnight became the “village of millionaires.”
How to drink Corona beer correctly
At first glance, it is not difficult to master this science: it is recommended to drink beer from a bottle, into the neck of which, when serving, a slice of lime is stuck. Someone immediately takes it out and puts it aside, others squeeze the juice out of it and also remove it. The correct action is that after squeezing the juice, a slice of citrus must be carefully pushed into the bottle. Then the neck is clamped with the thumb and slowly (this is important!) Turn the bottle upside down.
If the finger is not pressed tightly enough against the hole or if the movement is too sharp, the beer can burst out in a fountain. After waiting until the lime floats to the bottom, the bottle is also smoothly turned back. After this sacrament, you can enjoy a refreshing mix of chilled beer and juice.
Types of beer “Korona”
Extra Crown, 4,5%
The most popular Mexican beer in the world, produced since 1925 (the original name is Corona Pale Lager). The debut of the brand on the US market in 1981 was so successful that there was a shortage in the distribution network, and Korona fans were forced to buy beer on the spontaneously formed “black market”. Today, a new line installed at the Nava brewery in Mexico is producing 4000 cans per minute, allowing the brand to meet market needs and increase supply as demand continues to rise. The drink is classified as a premium American-style lager. It is characterized by a sweetish malt body with caramel tones and nuances of dried fruits and spices. It is customary to serve well chilled, with a piece of lime in the neck of the bottle.
Corona Light, 3,7%
First introduced to the market in 1989, Corona Light quickly became the top-selling imported light beer in many countries. In 2012, a new advertising campaign for the product began, aimed at the generation of “millennials”. A well-shot video that offered to change the “ordinary” beer in a dark bottle for a sparkling Corona Light – in a transparent one, had its effect: sales crept up again. Another argument is the low calorie content of the drink: one bottle contains only 99 calories. The peculiarity of this beer is the refreshing aroma of hops and meadow herbs, combined with notes of caramel and light bitterness.
