After reading this article on Constellation Brands and its purchase of all Mexican breweries and the companies that import Mexican beers, it was extremely intriguing as to why Corona, the product most lacking in taste, was ultimately responsible for Constellation’s sales doubling in its last quarter. To put into perspective Corona is also the fifth best selling beer in the US and also had an increase in its sales of 4%. But how is Corona remaining truly successful in terms of growth when large names in beer are hurting from the new trend in IPA and craft beers?
So the real the question lies here, if Corona is falling short in both quality and price, in terms of consumer needs, what is the marketing team doing that is so successful to create a sales increase for Corona? Of course rigorous advertising is to take the credit here, despite all beer companies doing so. Corona doesn’t just sell its product. It sells the idea of enjoying a Corona, with lime, on a beach, under the hot sun, with toes in the sand. Let’s be real here, that sounds like a great combo, especially right about now in mid-February. Corona’s market strategy appeals to the new trend of traveling and the idea of relaxation in terms of a beach scene in ads. Corona sells the overall experience, not just the beer and they do it well.
To combat the summer vibes that Corona gives off, the company campaigned during Monday night football during colder months and also paired with Woodbridge and Butterball during the Thanksgiving season. At a first look these pairings seemed odd because of the stamp Corona has left in my mind of summer, beach, sun, sand, and hot feels. But on a second look, it couldn’t be any more genius. Monday Night Football? Of course there’s going to be a case or two right next to the remote and a bag of chips. So why not make it a case of Corona? The Thanksgiving promotion especially boggled my mind until I thought… Thanksgiving Eve? Biggest drinking night of the year? Of course people are going to want to have that hangover cure the next day. And with all the push from Butterball, maybe the hungover people of America will grab a Corona to enjoy (and kick the headache away) with their glutinous, heart attack inducing feast.
As if Corona even needed to advertise for the infamous Americanized Cinco de Mayo, it didn’t skip out on the opportunity. It just decided to call the holiday all its own (literally) with its, “Corona de Mayo” campaign. I mean what college student isn’t running to the store for a bottle of Jose Cuervo and a case of Corona on May 5? Cinco de Mayo, Corona de Mayo, same difference, right?
Despite the less than rave reviews on Corona’s taste and unreasonably priced products its market penetration strategy remains consistent with their overall aesthetic. It remains true to its roots of sun, sand, and lime, which really sells the product as an experience. However, Corona specializes their marketing strategy in order for customers that already enjoy the beach and corona experience to repurchase its signiture beer during those dreary winter “off-vacation” months . It’s not a question, after the analysis of Corona’s strategy that it has the power to compete with the unique and exclusive tasting IPAs that are putting big names in beer under fire. The Corona Coup: How Constellation Sells So Much Bad Beer