Corona Beer. Its refreshing taste, along with the laid back vacation lifestyle associated with, have made it the top selling Mexican beer in the world.
The smooth texture and refreshing taste of Corona beer, along with its associated laid back beach vacation lifestyle, have made it the top selling Mexican beer around the world, with exports to over 150 countries. Effective marketing campaigns have made the product synonymous with tropical paradise locations isolated from the stress of everyday responsibilities. The inspiring story of the golden brew’s success reminds us to loosen up and not take life too seriously.
Corona beer’s history begins in 1922 when Grupo Modelo was formed and directed in part by Spanish immigrant Pablo Diez. In 1925 the first production run of Corona was bottled and within a decade it had become the top selling beer in Mexico. Part of the beer’s success can be attributed to its carefully planned packaging and marketing strategies. From its origins, the company worked hard to come up with innovative ways to present its beer as a modern and refined Mexican drink, offering a competitive alternative to Corona’s biggest rival in Mexico pulque. It soon introduced the first bottle with the label printed right on the glass instead of a sticker. The bottle itself still touts this beer as la cerveza mas fina (the most refined beer).
In 1979, the company began selling their beer in the United States. By the mid 80’s the Mexican beer was a U.S sensation, especially among surfers and young college men, many of whom had visited Mexican beaches and had seen the distinctive clear long neck bottles with a crown logo. These consumers were thrilled to see their favorite Mexican spring break beach beverage available at the convenience store near their homes. U.S sales of the beer skyrocketed and by 1985 Corona was being exported to New Zealand, Australia and Japan. The beer’s enormous success north of the border surprised everyone including Corona executives, who scrambled to avoid shortages of the product around the country.
Advertising executives picked up on the positive sales results that the association with their product and sunny beach relaxing was having. The company promptly began running ads that featured stunning tropical beach landscapes. The golden sands and hypnotic waves gently breaking in the soft Mexican breeze featured in the ads have made an indelible impression in the minds of countless beer lovers, who have responded to the relaxing imagery by making Corona America’s top selling imported beer and the country’s fifth top selling beer.
The company encourages consumers to lead a more relaxing lifestyle in the spirit of Mexican beach bum Jimmy Buffet’s Margaritaville anthem. Buffet himself has appeared in a number of Corona ads and products. The company’s philosophy includes the carefree notion of living in the moment with old and new friends, insisting that “we try not to complicate things”. The Corona name and logo conjure visions of people on the beach stuffing wedges of limon in their long neck bottles to add a tangy twist to their sunny lives.
Corona beer sponsors a wide variety of causes, events and sports teams including the Cirque du Soleil, Rock in Rio Madrid and several first division Mexican soccer teams including the popular America team. Corona also holds events around the world such as photo contests and beach parties.
The easy going approach to business and life has clearly paid off. Corona is the number one selling beer in Mexico and the 4th top selling beer in the world. Oddly enough in Spain, the beer is not known as Corona, instead it is known as Coronita. This is because a vintner in Catalonia holds the Corona trademark in that country. Apart from that “The flavor of relaxation” continues making a bold presence in more than 150 different countries, and it doesn’t seem to be slowing down.