4,276 $m
Thanks to consistent messaging, Corona is building universal global appeal. It’s the top-selling imported premium beer in the US and in more than 15 countries across continents including Asia, Africa, and Oceania. Anheuser-Busch InBev’s acquisition of the remaining stake in Mexico’s Grupo Modelo for approximately USD $20.1 billion concluded this year. While Corona’s new parent company recently released disappointing financials, the agreement increases the brand’s global presence, making it part of a combined company that has the beer industry’s fourth-largest profit pool. With its Taylor Steele-directed video, “On Mexico Time—From Where You’d Rather Be,” a shift in the brand’s global positioning can be seen as it works to conquer international markets. The ad communicates a “take the beach with you” lifestyle and captures Corona’s spirit of enjoying the moment, relaxing, and connecting. Connecting its brand image and brand values, Corona has focused its strengthened Corporate Citizenship efforts on its “Save the Beach” initiative. Corona, working with celebrities such as Bar Refaeli and Custo Dalmau (of Custo Barcelona), continues to revitalize beaches across Europe. It has also focused on sports sponsorships such as #coronalondon, a beach volleyball tournament featuring Olympic athletes at a temporary court in Covent Garden one year after the sport’s first games at London 2012. Teams at the 2013 event competed for a trip to Mexico.