"Corona is one of the most extraordinary success stories in the history of beverage marketing," Paul Gillette, publisher of Beverage Hotline, a Los Angeles-based industry newsletter said. By 1986, Corona had moved up to second place in beer imports, behind Heineken, selling 13.5 million cases in the United States. Style-conscious beer drinkers caught on quickly, despite virtually no advertising. Packaged in a long-necked clear bottle, with a spray-painted blue-and-white label, Corona had cachet: It was favored by Southern California's surfing crowd. It also is a product that caught the entire industry off-guard after making a little-noticed entry into the United States in 1981. "It (Corona) is a pure product with no contamination." in Chicago, which tests the ingredients of Corona and other beers. "I've never heard of a beer sample with urine in it," said William Siebel, executive vice president of J.E. It apparently has hurt sales in some places and has threatened to undermine one of the most spectacular success stories in the history of the beverage industry.Īs a result, Corona has decided to go public with its dilemma, hoping to squelch the rumor by facing it head-on in the media.Ĭorona's problem has nothing to do with contamination - but seemingly a great deal to do with competition in a tough industry faced with lackluster growth for much of the past several years. It has spread into Southern California, parts of Northern California and such cities as Phoenix, Seattle, Boise, Aspen, Minneapolis and Milwaukee. Just as Procter & Gamble once faced rumors that its corporate symbol was linked to devil worship, the false story about Corona has taken on a life of its own. In an out-of-court settlement earlier this month, Luce & Son Inc., which carries Heineken and other beers - but not Corona - was obliged to declare publicly that Corona was "free of any contamination."īut that wasn't the end of it. "But we've reached the point where everybody's going to know about it anyway, so why not tell the true story?"īarton, which imports Corona into 25 Western states from Mexico City, traced the tale to a competing wholesaler in the Reno, Nev., area in May. Mazzoni, executive vice president and general manager of Barton Beers in Chicago. "There's a risk involved and we know that," said Michael J. importer is about to undertake an extraordinary and high-risk strategy of answering the rumor in the news media. To be specific, with urine.Īs a result, its major U.S. Because of its moderate flavor and silky texture, Corona is a preferred beverage choice everywhere, whether at formal gatherings, lively events, or pristine beaches.Corona Extra, the Mexican beer whose astonishing success has been both a mystery and source of jealousy within the brewing industry, is suddenly battling a mysterious problem of its own: persistent false rumors that it is contaminated. Corona Premier combines the cooling properties of Corona with even less fat and carbs. People looking for a beverage with fewer calories without sacrificing flavor enjoy Corona Light. The flagship beer, Corona Extra, typifies the traditional Corona flavor. The company sells well-known products, such as Corona Extra, Corona Light, and Corona Premier. Corona is recognized by its transparent bottle and crown symbol as being associated with a laid-back beach lifestyle. The lime wedge is frequently used as a garnish because the citrus infusion improves the drinking experience. Its flavor delicately balances the hop bitterness with a malty sweetness. Corona has a crisp flavor and a light golden hue with a pale lager type. Grupo Modelo has been brewed since 1925 and has become a global symbol. Corona, a well-known Mexican beer, is praised for its lightness and refreshment.
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