Corona beer sales have increased by more than 17% since March 2020, defying predictions the brand would suffer during COVID-19.
There were fears the association between the beer’s name and the pandemic would be damaging. Google data shows that in the month of March searches for “beer virus” and “Corona beer virus” surged 1100%.
But the 2020 Brand Finance Beers 50 list recently crowned Corona the No.1 beer brand in the world, with a value of $US8.1billion.
Brand Finance noted: “The leading Mexican brand is imported into a staggering 120 countries and sales remain solid across its key markets, including China and South Africa.
“With China being Corona’s largest market, outside of Mexico, the unfortunate combination of the coincidence in name and strict nationwide lockdown across the nation at the beginning of the year over Chinese New Year has caused a decline in sales. The makers of Corona have, however, hit back at allegations that the pandemic has damaged its brand, claiming that consumers understand that there is no link between the two.”
In May, Constellation Brands CEO Bill Newlands told Yahoo Finance’s The First Trade: “Most consumers understand Corona the brand has nothing to do with corona the virus. Our consumers are very comfortable with the brand and the results speak for themselves. Recent data show our Corona brand is up over 20%. So very strong performance.”
The top 8 selling beer brands in the US
The top selling eight beer brand families have all surpassed $1 billion in sales at multi-outlet chain and convenience stores year-to-date, according to data shared by market research firm IRI, which includes sales data through August 9.
Those eight companies are:
- AB InBev’s Bud brand family ($4.43 billion);
- AB InBev’s Michelob brand family ($1.884 billion),;
- Constellation Brands’ Modelo brand family ($1.7 billion);
- Constellation Brands’ Corona brand family ($1.684 billion);
- Molson Coors’ Coors brand family ($1.64 billion);
- Molson Coors’ Miller brand family ($1.366 billion);
- Mark Anthony Brands’ White Claw brand family ($1.186 billion);
- And AB InBev’s Busch brand family ($1.007 billion).
Snoop Dogg signs on to sell Corona
Corona has also reignited its advertising for the second half of the year, with entertainment icon Snoop Dogg (pictured main) signing up to spruik the beer, hot on the heels of his wine collaboration with TWE by signing up to boost Corona beer sales.
The theme of the campaign is “La Vida Más Fina”, which translateds as “the Fine Life”.
“You can’t choose everything in life, but you can still choose to find the fine in life,” Snoop Dogg said. “And with everything going on in the world, that’s a perspective people really might need to hear right now. Teaming up with a brand like Corona to encourage people to find more good in life, that’s La Vida Más Fina.”
“La Vida Más Fina is a modern expression of Corona’s lifestyle and respected place in culture,” said Ann Legan, vice president of brand marketing, Corona. “Through the new campaign, we’re acknowledging that the aspects of our lives that have always been important always will be: doing what makes you feel good with the people you care about and enjoying the moment in front of you. And who better to introduce this concept than Snoop?”
Watch the ad below: