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Corona (beer)
Corona (beer)
Corona (beer)
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Corona Extra
TypeBeer
ManufacturerConstellation Brands[1][2] AB InBev
OriginMexico
Introduced1925; 101 years ago (1925)[3]
Alcohol by volume4.5%[4]
StylePale lager
Websitecorona.com
Carcinogenicity: IARC group 1

Corona is a Mexican brand of beer produced by Grupo Modelo in Mexico and exported to markets around the world. Constellation Brands is the exclusive licensee and sole importer of Corona in the fifty states of the United States, Washington, D.C., and Guam. Belgian company AB InBev owns the beer in all other worldwide markets and it solely brews the beer for all markets including the US. Corona is now brewed in China for the Australasia market. It is the top-selling brand of imported beer in the United States.[5] It is often served with a wedge of lime or lemon in the neck of the bottle to add tartness and flavor.[6] The recipe for the mash bill includes corn as well as the barley malt and hops traditionally used for making beer.

The brand's most popular variation is Corona Extra, a pale lager. It is one of the top-selling beers worldwide,[7] and Corona Extra has been the top-selling imported drink in the U.S. since 1998.[8][9] Other variants of the Corona beer brand include Corona Light, Corona Premier, and Corona Familiar. A variety of flavored hard seltzers marketed under the Corona brand name was launched in March 2020.[10]

History

[edit]

In July 1922 German immigrant and brewmaster, Adolph H. Schmedtje joined Cerveceria Modelo Sociedad Anónima (S.A.) to oversee production and created the Corona brew. Corona was officially introduced in 1925. In 1932 Cerveceria Modelo S.A. changed ownership and after a period of acquisition consolidated into Grupo Modelo. With the reduction of tariffs on the import of Mexican beer to the United States when NAFTA came into effect in 1994, along with an increase in immigration between the two countries, Corona grew in popularity in the United States.[11][12]

Ingredients

[edit]
A truck in Mexico decorated with the Corona brand name

According to Sinebrychoff, a Finnish company owned by the Carlsberg Group, Corona Extra contains barley malt, corn, hops, yeast, antioxidants (ascorbic acid), and propylene glycol alginate as a stabilizer.[13]

Packaging

[edit]

The label and logo of Corona was designed by Eduardo Cataño working under the advertising company Galas de México for Grupo Modelo brewery, around 1935.[14]

Corona beer is available in a variety of bottle presentations, ranging from the 207 ml (7.0 U.S. fl oz; 7.3 imp fl oz) ampolleta (labeled Coronita and just referred as the cuartito) up to the 940 ml (31.8 U.S. fl oz; 33.1 imp fl oz) Corona Familiar (known as the familiar, Litro or Mega). A draught version also exists, as does canned Corona in some markets.[citation needed]

Since the 80s, Corona had been branded as Coronita (literally, 'little crown') in Spain, as winemaker Bodegas Torres had owned the trademark for "Coronas" since 1907.[15] The packaging was otherwise the same in Spain as in Mexico and the United States. AB InBev resolved[16] the branding issues with Torres in 2016, with the beer starting to be sold as Corona in Spain from June of that year. In Mexico, the United Kingdom, Canada, Australia, and the United States, smaller, 210 mL (7.4 imp fl oz) bottles of the beer are also branded as "Coronita".[17]

Sponsorship partners

[edit]
Corona 6-pack, showing a 33-cl = 330 ml (11.2 U.S. fl oz; 11.6 imp fl oz) bottle and carton that is marked 6 × 0.33 L (partially visible). This bottle features eight languages for export to the Common Market.

Corona was a longtime sponsor of boxing in Mexico, then the United States in the cable age, including sponsorship of Saturday night fights on Televisa, but reduced its sponsorship after Anheuser-Busch InBev took full control of the brand.[18] In the United States, Constellation Brands continues to sponsor boxing through Corona, most notably with undefeated featherweight champion Floyd Mayweather Jr.

Corona was the title sponsor of the LPGA Tour tournament Corona Championship (later Tres Marias Championship) from 2005 to 2009,[citation needed] and of the NASCAR Mexico Corona Series (now NASCAR PEAK Mexico Series) from 2004 to 2011, the most followed stock car racing series in Mexico.[19]

In addition, Corona is a "second sponsor" for four of the top-flight professional football teams of Mexico's first division, Liga MX. The teams sponsored by Corona are Santos Laguna, América, Toluca, and Mazatlán.[20] Corona has sponsored the Mexico national football team since 2003, and has signed a contract to do so until 2026.[when?][21]

Corona and the Association of Tennis Professionals (ATP) had a 5½–year sponsorship in which Corona was the ATP's premier worldwide sponsor.[when?][22] Corona was also the title sponsor of the SBK Superbike World Championship from 1998 until 2007.[citation needed]

Advertising

[edit]

Corona refers to itself as "La cerveza más fina."[citation needed]

Corona bottle with a lime slice

Corona commercials for both Corona Extra and Corona Light typically take place on a beach with the tagline "Miles Away From Ordinary" from 2000 to 2007. Since the early 2010s, the tagline "Find Your Beach" was used.[citation needed]

In 1990, Corona introduced a Christmas-themed commercial called "O Tannenpalm". It features a whistling rendition of the popular Christmas song "O Tannenbaum" as a palm tree lights up with Christmas lights, with the caption "Feliz Navidad" (Merry Christmas). "O Tannenpalm", the longest-running beer ad, has aired every year during the month of December.[23]

Use in cocktails

[edit]

Some bars and restaurants serve a "Coronarita", a beer cocktail that consists of a bottle of Corona upturned to drain into a margarita.[24][failed verification][25]

COVID-19 pandemic

[edit]
Member of Polish band Kult with a parodistic T-shirt using the company logo ("Corona Virus") in 2022

Corona beer shares part of its name with the coronavirus, the virus responsible for the COVID-19 pandemic. In early 2020, some news outlets reported that 38% of Americans would not buy Corona beer due to its name. This statistic came from a phone poll of 737 American beer drinkers conducted by 5W Public Relations,[26][27] whose clients include competitors of the maker of Corona. However, the poll question did not specifically mention COVID-19, and the result may have reflected brand preference rather than concern over the virus.[26][27]

Despite this media coverage, actual sales data showed that Corona beer sales increased during the early months of the pandemic. Sales grew by 8.9% in the first three months of 2020, with a 24% year-over-year increase in the first three weeks of March 2020, likely influenced by higher alcohol consumption while Americans stayed at home.[28]

A study using Nielsen data of U.S. retail beer purchases treated the pandemic as a natural experiment to examine the effect of the name association on Corona sales. It found that each confirmed case of COVID-19 was associated with a $5.3 increase in weekly Corona sales compared with other major beer brands. The study also suggested that the pandemic had heterogeneous impacts on beer producers of different sizes, and results using synthetic control methods and other identification strategies supported the conclusion that the negative name association did not reduce sales.[28]

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Corona (beer)

View on Grokipedia
from Grokipedia
Corona Extra is a beer originating from , produced by Cervecería Modelo (part of ) and first brewed in 1925 as a pilsner-style cerveza to celebrate the brewery's tenth anniversary. With an (ABV) of 4.6%, it features a crisp, refreshing profile balanced between and , with aromas of fruity and subtle citrus notes, and is typically served chilled in its signature clear , often with a of lime to enhance its light, effervescent character. Brewed using , , non-malted cereals (such as rice or corn), and , Corona Extra has become synonymous with leisure and culture worldwide. Grupo Modelo, founded in 1925 in , began producing Corona as part of its portfolio of lagers inspired by European traditions but adapted for local tastes. The brand gained initial traction among American tourists visiting Mexican coastal resorts like in the mid-20th century, leading to its export to the starting in 1979, where it quickly captured the market for imported beers. Ownership of shifted in 2013 when it was acquired by , a Belgian-Brazilian multinational, which expanded Corona's global distribution while maintaining production primarily in eight Mexican breweries. Today, Corona is exported to over 180 countries, with handling exclusive distribution in the U.S. market. In addition to the flagship Corona Extra, the brand includes variants such as Corona Light (introduced in 1989 as a lower-calorie option at 99 calories per serving), Corona Premier (a low-carb with 90 calories and 2.6 grams of carbohydrates), and Corona Familiar (a fuller-bodied version for group settings). All variants adhere to the core recipe's emphasis on quality ingredients and a smooth process that yields a golden hue and fine , distinguishing Corona from heavier European imports and lighter American domestics. The beer's transparent , pioneered by Corona in the industry, allows visibility of its clarity and has become an iconic element of its branding. Corona has achieved remarkable commercial success, ranking as the world's most valuable brand in 2025 according to Kantar BrandZ rankings, and was the top imported in the U.S. for over two decades until recently surpassed by Modelo Especial. Globally, it is the best-selling and one of the top five brands by , with annual sales contributing significantly to Anheuser-Busch InBev's portfolio of over $59 billion USD in revenue as of 2024. Its marketing emphasizes escapism and outdoor enjoyment, through campaigns featuring beaches, sunsets, and the "Find Your Beach," which have solidified its position as a premium lifestyle rather than a product.

History and Development

Origins and Founding

, the Mexican brewery behind Corona beer, was founded in 1925 in by a group of Spanish immigrants led by Pablo Díez Fernández, a young entrepreneur who had immigrated from and owned a . Along with several investors, including figures like Braulio Iriarte Goyeneche, a baker-turned-industrialist, and banker Martín Oyamburu, the company was established as Cervecería Modelo, S.A., with the aim of producing high-quality beer modeled after European standards. The incorporation actually occurred earlier on March 8, 1922, but the brewery operations began in 1925, marking the start of production in a post-revolutionary still recovering from economic instability. Corona Extra was introduced in 1925 as the brewery's flagship product and the first beer produced by the company, designed as a to appeal to local tastes while drawing inspiration from Bavarian and other European brewing traditions that emphasized clarity, balance, and the use of noble hops and barley malt. The name "Corona," meaning "" in Spanish, reflected the brand's aspiration to premium quality, symbolized by its iconic crown logo derived from royal imagery. Early production was centered at the initial in Mexico City's neighborhood, where the focus remained on the domestic market amid challenges like limited infrastructure and competition from established local brewers in the wake of the Mexican Revolution's disruptions, which had ended just five years prior. Under Pablo Díez Fernández's leadership, who assumed the role of director general in 1930 and became the majority stockholder by 1936, the company navigated these hurdles through strategic expansions and acquisitions, solidifying Corona's position as a staple in . Key milestones included the 1935 acquisition of the Victoria brewery, which boosted production capacity, and by the , Modelo had emerged as Mexico's leading brewer with over 30% market share, setting the stage for later international ventures beginning in the 1970s.

Global Expansion

Corona Extra began its international journey with exports to the in 1979, marking the brand's first major step beyond through partnerships with U.S. importers like Barton Beers. This initial entry laid the groundwork for steady growth, though the brand faced challenges in gaining widespread traction during the early . The brand's expansion accelerated significantly after the implementation of the (NAFTA) in 1994, which reduced trade barriers and tariffs on imports, facilitating easier access to the U.S. market. This period also coincided with increased Mexican immigration to the United States, boosting demand among expatriate communities and introducing the light, refreshing to a broader American audience. By the late 1980s, Corona had entered other key markets, including and in 1985, followed by a European debut in 1989 across countries such as the , , , , and the . These moves solidified its global footprint, with Corona Extra becoming the top imported in the U.S. since 1998, a position it held for over two decades until being surpassed by Modelo Especial in 2023 while remaining a leading import. Corona's market dominance continued to grow in the and beyond, evolving from a niche import to a leading global . By the , it had achieved remarkable sales milestones, including recognition as the world's most valuable in Kantar BrandZ rankings for 2024 with a valuation exceeding $19 billion, a title it retained in 2025. Today, Corona is exported to over 180 countries, with the U.S. remaining its largest market. In 2025, Corona marked its 100th anniversary with a series of global celebrations, including limited-edition packaging releases featuring special 100-year anniversary packs and on-pack promotions offering chances to win trips to iconic beaches. The campaign highlighted 100 of the world's most iconic beaches, culminating in events like a major party at Copacabana Beach in , reinforcing the brand's enduring association with coastal leisure worldwide.

Ownership and Acquisitions

Grupo Modelo, the Mexican brewer behind the Corona brand, has undergone significant changes in ownership over the decades, beginning with strategic investments from international players. In 1993, acquired a 17.7% stake in for $477 million, marking an early collaboration that provided the Mexican company with access to U.S. marketing expertise while securing a foothold in the growing Mexican beer market. This initial investment laid the groundwork for deeper ties, with later exercising options to increase its holdings, eventually reaching a controlling 50.2% stake by 1997. The pivotal shift occurred in 2013 when , following its 2008 merger with , completed the full acquisition of for $20.1 billion. However, U.S. antitrust regulators required divestitures to preserve competition, leading to sell the U.S. rights to Corona and other Modelo brands, along with related production assets like the , to for approximately $4.75 billion. This arrangement ensured that the deal could proceed while addressing concerns over market dominance in the U.S. imported beer segment. Under the current ownership structure, retains global rights to Corona and outside the , managing international production and distribution, while holds perpetual licenses and operational control for the U.S. market, including importation and sales. This division has persisted since 2013, supporting tailored strategies in key regions and contributing to the brand's worldwide expansion. In recent years, has committed substantial resources to enhance its U.S.-focused operations tied to Corona. In April 2023, the company announced plans to invest over $1 billion in expanding facilities, including a new site in to boost production capacity for brands like Corona by up to 30 million hectoliters. This investment underscores ongoing efforts to meet growing demand while adhering to the post-acquisition ownership framework.

Production

Ingredients and Brewing Process

Corona Extra, the flagship of the Corona brand, is produced using a precise combination of ingredients that emphasize lightness and refreshment. The core components include high-quality filtered water, for the base fermentable sugars and malt flavor, non-malted corn as an adjunct to enhance crispness and reduce body, select for subtle bitterness and aroma, and lager yeast for bottom fermentation. Additionally, ascorbic acid functions as an antioxidant to prevent oxidation and maintain freshness, while acts as a stabilizer to promote retention and clarity. These elements align with the beer's signature profile of mild malt sweetness balanced by citrus-like hop notes. The process follows traditional methods adapted for large-scale production of a Mexican-style . It begins with , where finely milled and flaked or gristed corn are combined with hot water in mash tuns at temperatures around 62–68°C (144–154°F) to activate enzymes that break down starches into sugars. The resulting sweet is separated from the spent grains via , then transferred to a brew for , during which bitterness is achieved using hop extracts, providing subtle balance without overpowering aroma. This lasts approximately 60–90 minutes to sterilize the , concentrate flavors, and isomerize hop acids. After cooling the hopped to about 10–12°C (50–54°F), it is pitched with lager yeast in fermentation tanks for primary , which typically spans 7–10 days under controlled cool conditions to achieve the beer's 4.6% while developing clean, subtle fruit and honey undertones. The young beer then enters a lagering phase in cold storage at near-freezing temperatures (0–4°C or 32–39°F) for 3–6 weeks, allowing flavors to mellow, to stabilize, and to occur for natural clarification. The inclusion of corn adjuncts during contributes to the beer's light body and dry finish, a hallmark of Mexican lagers that prioritizes drinkability over complexity. Prior to packaging, the beer undergoes filtration to remove remaining yeast and particulates, ensuring a brilliant golden appearance, and pasteurization to extend shelf life without compromising the fresh, effervescent character. Throughout production, implements rigorous quality controls, including real-time monitoring of , , and microbial levels, in compliance with Mexican (NOM) standards for beer and adaptations for international exports to guarantee consistency and safety.

Manufacturing Facilities

Corona beer is primarily produced at least eight breweries operated by in , which handle the majority of global output for export and domestic markets. These facilities include the original Cervecería Modelo brewery in , established in 1925 as the birthplace of the brand, alongside modern plants in key locations such as (Nava), Guadalajara (), (Tuxtepec), (Mazatlán), , (Mérida), and Hidalgo (Apan). In the United States, production for the domestic market is managed by , which operates dedicated facilities in for export to the U.S., including the large-scale brewery in , , acquired from in 2016 and expanded to support high-volume output of Corona and related brands. Additionally, Constellation maintains brewing operations across the border in Nava, , optimized for efficient cross-border logistics to and other key markets since acquiring U.S. distribution rights in 2013. While Corona is predominantly imported from to preserve its authentic profile, Constellation's investments have enhanced capacity for U.S.-bound shipments without altering the core Mexican production heritage. As of 2025, has invested over $1 billion in expansions, including the new brewery operational since 2024, increasing U.S.-export capacity to support growing demand. Internationally, Corona is brewed under license outside to serve regional demands, notably in since 2019 through InBev's operations, targeting Asian markets including exports to and for local distribution. This licensed approach allows adaptation to regional preferences while maintaining quality standards aligned with Mexican recipes. Grupo Modelo's Mexican facilities collectively have a capacity to produce over 60 million hectoliters of annually across brands, with Corona being a major portion, underscoring the brand's massive global scale and driving ongoing expansions. In 2023, committed approximately $1 billion to bolster brewing capacity, including modular additions and a new facility in , aimed at meeting surging U.S. and international demand without compromising production efficiency.

Packaging and Variants

Bottle Design and Sizes

Corona Extra is packaged in a signature clear , which allows consumers to view the beer's golden clarity and pale straw color, distinguishing it from traditional amber or green bottles used by many competitors. The bottle features a distinctive foil label adorned with a emblem flanked by two griffins, symbolizing and premium quality; the crown design draws inspiration from the halo worn by in the Cathedral of , reflecting the brand's Mexican heritage. Available bottle sizes vary by market to accommodate different consumption preferences. The standard international size is 355 ml (12 fl oz), widely distributed in packs of 6, 12, or 24. Smaller 207 ml (7 fl oz) bottles, marketed as Coronita, offer a compact option for lighter servings or social sharing. In , 355 ml returnable bottles are common, supporting a deposit-return system that encourages reuse and reduces waste. For group occasions, the Corona Familiar variant comes in a larger 940 ml (32 fl oz) bottle, emphasizing family-style sharing rooted in Mexican traditions. Over time, Corona has evolved its packaging to align with market needs and sustainability goals. In 2016, the brand rebranded Coronita as simply Corona in Spain after the expiration of a long-held by local winery , unifying the name across . More recently, initiatives like the 2021 launch of a six-pack carrier made from barley and recycled wood fibers have advanced recyclable packaging, using up to 90% less water and no virgin materials compared to traditional options, with pilots in and plans for broader rollout. A key element tied to the clear bottle design is the recommendation to serve Corona with a lime wedge, which enhances the beer's crisp profile with citrus notes while helping to mask potential "skunking"—a lightstruck off-flavor caused by UV exposure through the transparent . This practice underscores the bottle's aesthetic appeal alongside practical flavor enhancement.

Product Variants

Corona offers several variants beyond its flagship Extra lager, catering to diverse consumer preferences for lighter, lower-calorie, non-alcoholic, and flavored options. These extensions maintain the brand's signature crisp, refreshing profile while incorporating modifications in alcohol content, calorie count, and flavor profiles. Corona Light, introduced in 1989, is a pilsner-style with 4.0% ABV and 99 calories per 12-ounce serving, achieved through reduced carbohydrates at 4.8 grams. It provides a lighter alternative to the original while preserving fruity-honey aromas and a balanced . In 2018, Corona launched Corona Premier, a low-carb light lager featuring 4.0% ABV, 90 calories, and 2.6 grams of carbohydrates per 12-ounce serving. This variant emphasizes a smooth, refined flavor suitable for health-conscious consumers seeking fewer calories without sacrificing refreshment. Corona Cero, a non-alcoholic option introduced in 2017, contains 0.0% ABV and mirrors the crisp taste of Corona Extra in a zero-alcohol format. As of 2025, it is available in over 55 countries, reflecting growing demand for beverages. Corona Familiar represents a fuller-bodied variant with 4.8% ABV, offered in larger 32-ounce formats for sharing, delivering a richer character and crisp finish compared to the standard Extra. In 2024, Corona introduced Sunbrew, a citrus-infused cerveza brewed with real orange and lime peels, offering bold fruit flavors at 4.5% ABV and 180 calories per serving in a hard seltzer-like style. The brand entered the hard seltzer category in 2020 with Corona Hard Seltzer, featuring tropical flavors such as tropical lime, mango, cherry, and blackberry lime, each at 4.5% ABV, 90 calories, and zero sugar. These are available in variety packs and use standard 12-ounce slim cans, similar to other Corona packaging.

Marketing and Promotion

Advertising Campaigns

Corona's advertising in Mexico during the early 20th century emphasized its premium quality and refreshing appeal, positioning it as "la cerveza más fina" through illustrated posters and promotions that highlighted its crisp taste and suitability for leisure. By the 1930s, these efforts, including artist-commissioned visuals, embedded the brand in Mexican culture as a symbol of elegance and hydration in warm climates. Upon entering the U.S. market in 1979, Corona's campaigns shifted in the 1980s to associate the beer with a relaxed , leveraging of sun-soaked shores and barbecues to appeal to American consumers seeking . This pivot helped transform Corona from an imported novelty into a staple, with ads promoting it as the ideal companion for coastal leisure and outdoor gatherings. The "Find Your Beach" tagline, launched in 2012, became a of Corona's global branding, encouraging consumers to embrace a of relaxation amid everyday stress through TV spots depicting , limes, and serene escapes. The campaign's minimalist messaging reinforced , earning recognition like Awards for its effectiveness in driving and growth. Since 1990, Corona's holiday advertising has featured the iconic "O Tannenpalm" commercial, blending with tropical themes by depicting a adorned as a festive centerpiece, aired annually to evoke joy and warmth. This longest-running beer ad, marking its 35th year in 2025, has been enhanced with experiences for interactive viewing. Corona's digital and social media strategies evolved from traditional TV to interactive platforms, incorporating influencer partnerships and short-form video content like to amplify beach-themed narratives and achieve millions of impressions. The 2025 centennial campaign built on this by inviting , such as sharing favorite beaches via QR codes on special-edition packs for entries, alongside mixed-reality activations like virtual beach overlays during MLB broadcasts. In 2017, a Corona ad under the "Desfronteriza" campaign proclaimed "We are all " to promote unity across the , but it faced backlash for its immigration-themed messaging amid U.S. debates, drawing criticism for perceived political overtones.

Sponsorships and Partnerships

Corona has maintained a long-term sponsorship of the , including innovative activations like the Beer Badge NFC-enabled jersey in partnership with to reward fans with free beers at events. The brand has supported several clubs, including Atlas and , enhancing its presence in Mexican soccer. Additionally, Corona has sponsored broadcasts of Mexico's qualifying matches in native languages across multiple indigenous communities, promoting inclusivity in sports viewing. In motorsports, Corona served as the title sponsor for the from 2004 to 2011, elevating in the country. More recently, the brand has entered partnerships in U.S. ahead of the series' first points-paying race in in 2025. Corona Cero, the brand's non-alcoholic variant, became the first non-alcoholic beer sponsor of the , starting with Paris 2024 and extending to the Milano Cortina 2026 Winter Games under the "For Every Golden Moment" platform, which emphasizes responsible consumption and celebrates athletic achievements. This partnership, managed through AB InBev's agreement with the , has been renewed through 2032, covering events like the 2030 Winter Games and 2032 Summer Games. Beyond sports, Corona has sponsored the annual music festival in since its inception in 2010, featuring international acts and solidifying the brand's cultural footprint. The company also engages in environmental partnerships, collaborating with organizations like and Oceanic Global on beach cleanups, having supported efforts to remove plastic from over 100 beaches in the U.S. with more than 3,500 volunteers. In 2025, marking Corona's centennial year, the brand expanded its Olympic activations to over 55 countries, integrating celebrations into sports events like MLB and the in , where it served as the official beer supplier. Advertising campaigns have briefly highlighted these partnerships to connect the brand's heritage with modern athletic and cultural moments.

Cultural and Social Impact

Use in Cocktails and Recipes

Corona beer, known for its light and crisp profile, has become a staple in due to its subtle malt sweetness and low bitterness, which complement , spices, and savory elements without overpowering them. One of its most iconic applications is the Coronarita, a hybrid that merges a 7-ounce Coronita with layered . To prepare, mix ½ ounce Monin with 3 ounces frozen mix for the bottom layer, pour into a salt-rimmed ; follow with a middle layer of 3 ounces frozen mixed with ½ ounce Monin Apple or Kiwi ; top with 3 ounces plain frozen ; then invert the Coronita into the for serving, optionally using a Corona clip for stability. This drink balances the beer's effervescence with the 's tangy sweetness, making it a popular happy-hour choice. Other notable cocktails featuring Corona include the Corona Sunrise, a simplified twist on the . The recipe involves filling a 12-ounce Corona Extra bottle to the label line, adding 1 ounce , a splash of , a dash of , and garnishing with a lime wedge, creating a vibrant, beach-ready beverage that highlights the beer's refreshing qualities. Variations of the , a savory Mexican , often incorporate Corona for its clean finish. A traditional version calls for rimming a glass with salt and , adding ice, 1½ cups Corona or similar lager, 1½ cups , ¼ cup lime juice, 2 teaspoons , and dashes of and , stirred gently to preserve carbonation; Corona's lightness enhances the tomato-lime-spice profile without dominating. Beyond cocktails, Corona pairs effectively with , where its subtle flavors cut through acidity and richness. For instance, snapper —marinated with lime, red onion, daikon radish, , cilantro, and —benefits from Corona's crispness to refresh the palate between bites. Similarly, grilled seasoned with margarita-inspired marinade of , lime, , and spices complements the beer's citrus notes, creating a harmonious pairing. In recipes, Corona serves as a key ingredient in beer-battered , such as tacos made with fillets. The batter combines 1 cup all-purpose flour, 1 teaspoon each of salt, , , and , 2 beaten eggs, and 1⅓ cups Corona Premier, whisked to a smooth consistency; coat 2 pounds of cut , then fry in 375°F canola for 3-4 minutes until golden, yielding a light, airy crust that pairs well with crema and slaw. Corona's integration into U.S. bar menus surged in the , coinciding with its rise as the top imported , driven by that emphasized its versatility in social drinking scenarios. The brand has supported this through an official recipes collection on its , featuring dozens of and food ideas to inspire home and professional bartenders.

Impact of the COVID-19 Pandemic

The COVID-19 pandemic initially led to a dip in Corona beer's brand favorability due to its name's phonetic similarity to the virus, with a YouGov survey indicating a significant drop in buzz scores and purchase intent by late February 2020. Despite this perceptual challenge, U.S. sales for Corona's parent company, Constellation Brands, saw its beer segment rise 8.9% year-over-year in the quarter ending April 30, 2020, reflecting resilience amid early pandemic stockpiling. A study analyzing U.S. retail scanner data further found that each confirmed COVID-19 case correlated with a $5.3 increase in weekly Corona sales compared to other major beer brands, attributing this to ironic or compensatory consumer behavior. To adapt to lockdowns and disrupted on-premise channels, Corona accelerated its shift toward e-commerce and home delivery, capitalizing on a broader surge in online alcohol sales that increased by over 200% in the U.S. during early 2020. In March 2020, the brand launched in four flavors, quickly capturing about 6% of the U.S. as consumers sought lighter, at-home alternatives amid quarantines. These moves diversified the portfolio and supported off-premise growth, with Constellation reporting strong retail uptake for the new line. Post-2021, Corona experienced a robust rebound, with global sales increasing double-digits outside and triple-digit growth for its non-alcoholic variant, Corona Cero, by 2025. From 2022 to 2025, the brand's expansions into non-alcoholic options like Corona Sunbrew, which became the top new by dollar sales in 2024, drove sustained volume gains despite industry headwinds. This recovery underscored no lasting damage from the name association, as evidenced by Corona retaining its position as the world's most valuable brand in Kantar BrandZ rankings for 2024 and 2025, with a value of $19 billion. Broader marketing effects included temporary pauses on travel-themed promotions to avoid insensitivity during restrictions, with a pivot to "home beach" concepts that encouraged consumers to find relaxation and in everyday settings. A May 2020 campaign, for instance, adapted the longstanding "Find Your " slogan to emphasize togetherness and sunshine at home, helping maintain emotional connections without physical escapes.

References

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  16. https://www.businesswire.com/news/home/20250425804516/en/Corona-The-Worlds-Most-Valuable-Beer-Brand1-Announces-Its-100-Year-Anniversary-with-Global-Celebration
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