Corona Beer - Marketing Brews Results

My Name is Luke Cummins, and I am a rising senior at Miami University with a passion for Marketing. I have been lucky to be a part of the MKT 392 Content Marketing class, taught by Professor Brian Higdon , where I have been mentored on how to successfully utilize digital marketing. This article will dig deep into the history and marketing strategies of the Mexican lager company Corona, representing a cumulation of my knowledge derived from this class.

Unbottling Coronas History

Corona has become an icon in the lager industry, earning its place as the official beer of the 2024 Summer Olympic games. Corona has made a mark ever since its founding in Mexico City, 1925, by Antonino Fernández Rodríguez. In only ten short years, Corona climbed its way to the top of the industry becoming the best-selling beer in Mexico thanks to its unique taste, and innovative clear bottle - a first in the history of commercial beer. In 2022, Corona became known as the most valuable beer brand and is now sold in more than 150 countries.

Corona embraces a purpose of "enhancing life's meaningful moments", with the vision of being an easy-to-enjoy beer that is able to showcase its high quality and purity. Through Corona's marketing tactics, their beverages have become synonymous with being enjoyed at the beach; laying the foundation for their pledge to remove one million pounds of plastic and clean 100 beaches in order to protect our oceans and tropical ecosystems.

Pouring Success - Corona's Position in the US Beer Market

Corona's dominance in the US beer market is a testament to its innovation and strategic marketing efforts. To gain a visual understanding of Corona's company overview, industry trends, and Corona's market share in the US as an import beer, you can explore my infographic here. According to Statista, Corona was ranked as the most popular beer in the United States in 2023 with a popularity percentage of 35%, a market that reached over $116 Billion that same year. While Corona may be ranked as the most popular beer in the US, when it comes to sales, it is surpassed by Modelo - the current leading beer in the United States. Although Corona's sales reports aren't available to the public, it is estimated that Corona holds over 23% of the US import beer market, with Modelo only just ahead. The US beer market as a whole rose by 1.4% in 2023, with import beers increasing by a staggering 9.1%; and by 2032, the market is expected to reach more than 154 billion according to Spherical Insights. The success of Corona is not only thanks to high quality products, but also through strategic marketing and an understanding of the company's target consumer.

While many adults enjoy the refreshing taste of a Corona beer, extensive research has pinpointed the ideal target consumer as predominantly male, residing on either the east or west coast of the United States. This consumer is in the middle to upper-middle class and is dedicated to supporting his family. Meet Carlos Sanchez, a 38-year-old resident of San Diego and a devoted father who strives to secure a bright future for his two young daughters. As the owner of a local hardware store, Carlos earns an annual wage of $105,000, which he uses to provide for his family. Carlos enjoys spending time with his friends and family, and will often have large outings on the weekends where he will do activities such as barbequing or going to the nearest beach. Carlos gets most of his information from Cable TV, and through various apps on his tablet.

Making a Splash Through Content Marketing

Through captivating content marketing, Corona has captivated a brand image synonymous with beachside relaxation and sun-drenched vacations. They have amassed an impressive 14 million Facebook followers, 899 thousand Instagram followers, and 46,000 X users. Corona's posts have gained a cumulation of hundreds of millions of views and tens of millions of likes. How did Corona achieve such remarkable success through content marketing?

Corona believes in the enjoyment and protection of Earth's beaches and creates content that represents these values from simple images to detailed videos, having a list of publications that represent its mission to remove one million pounds of plastic. These can range from posts on Coronas Instagram and Facebook that educate viewers on how plastic gets into Earth's oceans, to the dedicated webpage on the official CoronaUSA website that explains what Corona is currently doing to protect our beaches. This content is designed to impact Corona's target market which ranges in age between the upper half of the Millennial generation, to the lower half of Generation X. Additionally, Corona frequently emphasizes the value of togetherness in the company's publications. This value is shown through posts that emphasize multiple people sharing Coronas together, or several Corona beers grouped together - referencing that many people are enjoying them in company. In addition to targeting Corona's target audience through the value of community, the brand's content consistently revolves around a signature theme focused on beach culture, prominently featuring its iconic blue and gold colors at the forefront of every post. Each comment on Coronas Social Media publications is also followed by #ThisIsLiving - another key component that builds views by using a common hashtag that associates the brand with enjoyment. This cohesive branding not only gives deeper meaning to Corona's content but also strengthens its image as the top choice for beach lovers, firmly establishing the brand in consumers' minds.

In exploring Corona's content marketing and its competitors, it became evident that while Corona produces admirable content, there are areas where its rivals surpass in quality and reach. Through comparative analysis, it's clear that Corona could benefit from leveraging the strengths observed in its competitors' approaches. One type of content that Modelo succeeds in, are videos based around the trending phrase "a day in the life". In these videos, Modelo dives deep into the lives and values of the consumers being filmed - content that deeply resonates with Modelo's similar target audience. These posts gain generous amounts of traction and engagement, with one of Modelo's videos reaching over 22,000 likes. Corona also lacks in other aspects, such as an insufficiency of articles, and a deficit in infographics as well as other visuals.

Corona's Flowing Strengths and Recommendations

Corona demonstrates remarkable proficiency in content marketing. The company adeptly capitalizes on the latent desires of its consumers; desires which often revolve around seeking shared connections with others and a want for relaxation. The desire for a shared connection is often referenced through groups of people sharing Corona beers, and the want for relaxation is displayed through images and backgrounds of tropical beaches. Corona is also proficient at maintaining a similar theme across all of its platforms and publications. Because of these strengths, Corona has some of the highest following counts across their competition.

My recommendations for Corona, based on extensive research of both Corona and their competitors, begins with a focus on creating more article publications. For example, creating an article detailing Corona's efforts to clean plastic from Earth's beaches, followed by outlining future sustainability initiatives would not only boost Corona's SEO, but also distinguish the brand from the COVID virus - formerly known as the Coronavirus (a strong correlation that became apparent through my research). Secondly, I suggest increasing engagement with small businesses, drawing inspiration from Modelo's successful "a day in the life" video series. By implementing these recommendations, Corona can increase content viewership, while simultaneously building heightened brand trust and loyalty among their consumers.

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