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Corona Beer in Europe - School Essays

Corona Beer in Europe

Corona in Europe

The Atlanta Journal and Constitution called Corona beer "skunky" in a 1999 article (Skube, 1999). In explaining how Corona had, nonetheless, become the best--selling beer in the U.S., in front of Europe's Heineken, he began to shed light on its tactics in Europe.
Corona was "originally made for field hands," Skube noted. "Corona's success in the United States, the British beer writer and judge Michael Jackson writes, 'has done a disservice to Mexican beer. Corona is a cheaply made, watery, sweetish beer, originally intended simply as a thirst quencher for manual laborers' (Skube, 1999). One would have to wonder how that would go over in Europe, where manual laborers ...

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in Mexico City. Skube noted that the difference in currencies and economic conditions did not explain the 'upmarket' positioning; marketing did. The key, in the U.S. market was Corona's "shrewd tactics in appealing to a core group of Mexicans living in the United States while giving Corona a special cachet among American college students and 20-somethings" (Skube, 1999), or in short, Yuppie-sizing it.
That exact demographic is not available in Europe, certainly not the Mexican ex-patriot portion. But Skube notes that the marketing image-the enameled bottle, the pale color of the beer and the bright lime-is appealing to a great many demographics (Skube, 1999).

The beginnings of the strategy

Despite all that, Grupo Modelo, which owns the Corona brand, forged a strategic alliance with Anheuser-Busch, the U.S. beer giant, in 1993. Since 1997, Corona Extra has been an international icon, in the U.S. and elsewhere. In 2000, Carlos Fernandez, who had inherited the top spot at ...

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for 2 percent of total beer sales, it was forging ahead better in Europe than in Canada, with European market growth at 4.5 percent (primarily in Spain, France and Italy), compared to3.9 percent in Canada, 2.3 percent in Asia, and only 1.6 percent in the rest of Latin America (Scheinman, 2000).
Graphically, the shares look like this:

Export Sales by Region
|Latin America |1.6% |
|Asia & Oceania |2.6% |
|Europe |4.8% |
|Canada |3.9% |
|U.S. |87.0% |

Source: Scheinman, ...

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"Corona Beer in Europe." Essayworld.com. January 31, 2017. Accessed March 28, 2024. http://www.essayworld.com/essays/Corona-Beer-in-Europe/106079.
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PAPER DETAILS
Added: 1/31/2017 08:03:21 AM
Category: Business
Type: Premium Paper
Words: 1764
Pages: 7

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