In the all-important US market, the #1 imported brew still comes from south of the border. Mexico's Corona Extra pushed Heineken into second place in 1997, and has steadily increased its lead ever since, becoming one of the world's biggest beers as well as its home country's single most valuable brand, according to Interbrand. For years, US giant Anheuser-Busch derived an indirect benefit from this success, as a result of a a stake of just over 50% in Corona's owner, Grupo Modelo. In 2012, following Anheuser-Busch's acquisition by InBev, the enlarged group made an offer to acquire the remaining shares in Modelo to take full control of the business. That deal was challenged by competition regulators, obliging AB InBev to surrender rights to Corona in the US to Constellation Brands. As a result, AB InBev owns Corona and Modelo's other Mexican beers in all other markets except the US, taking back international rights from previous partners such as Carlsberg or Molson Coors.
Selected Corona Extra advertising
Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 19th May 2016: Ads Of The Week: "Lime Ritual". In the best and most-retrocool way, Wieden & Kennedy Amsterdam's pan-European campaign for Corona Extra is like the ultimate distillation of those 70s cinema ads that always showed you ultra close-ups of alcoholic beverages splashing onto giant rocks of ice while the "beautiful people" played in the surf. In fact, we can't imagine a better way of watching it than with a wraparound Cinemascope screen for the fully immersive sensual experience. Fabulous photography and sound design. Summer's here. Dive in.
Adbrands Weekly Update 29th Jan 2015: Mexican imports continued to chip away at American beers' market share last year according to new figures from IRI for off-trade sales. Constellation's Crown Imports scored a near 8% gain in sales of its Corona Extra to $1.3bn, while stablemate Modelo Especial jumped 26% to $731m, joining the top ten beers for the first time, above Heineken. However the Dutch brewer's Dos Equis was also a very strong performer, with sales to $6.1bn, but Coors Light and Budweiser, the #2 and #3 respectively at $2.4bn and $2.2bn, both lost sales. AB InBev's best performer was Michelob Ultra Light, which gained 12% in dollar value to $905m.
The Adbrands Company Profile of Corona Extra summarises the brand's history and current operations. Subscribers may access the following website links:
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|Corona (Europe)||Coronita (Spain)|
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