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Corona (beer)

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Corona Extra
Corona Extra.svg
TypeBeer
ManufacturerGrupo Modelo, AB InBev
Country of originMexico
Alcohol by volume4.5%[1]
StylePale lager
Websitecorona.com

Corona Extra is a pale lager produced by Mexican brewery Cervecería Modelo and owned by Belgian company AB InBev. It is commonly served with a wedge of lime or lemon in the neck of the bottle to add tartness and flavour.[2] It is one of the top-selling beers worldwide,[3] and Corona Extra has been the top-selling imported drink in the U.S. since 1998.[4][5][6]

Ingredients

Mexican Corona truck

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.[7] Propylene glycol alginate is a synthetic, colorless, odorless, tasteless liquid that belongs to the same chemical class as alcohol.

Packaging

Corona beer is available in a variety of bottled 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.

In Spain, the beer is branded as Coronita (literally, 'little crown'), as renowned winemaker Bodegas Torres has owned the trademark for "Coronas" since 1907.[8] The packaging is otherwise unchanged. In the United Kingdom, Canada, Australia, and the US, smaller, 210ml (7 fl. oz) bottles of the beer are also branded as "Coronita".[citation needed]

Sponsorship partners

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, including sponsorship of Saturday night fights on Televisa, but reduced its sponsorship after Anheuser-Busch InBev took full control of the brand.[9] 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.[10]

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 Atlas, Santos Laguna, Querétaro, Puebla, Chiapas, América, Pachuca, Morelia, León, Toluca, and Necaxa.[11] Corona also sponsored the Mexico national football team.[when?][citation needed]

Corona and the ATP had a 5½ year sponsorship in which Corona was the ATP's premier worldwide sponsor.[when?][12] Corona was also the title sponsor of the SBK Superbike World Championship from 1998 until 2007.[citation needed]

Advertising

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.

In 1990, Corona debuted "O Tannenpalm" which celebrated the Holidays. It featured a whistling rendition of the popular Christing song "O Christmas Tree" as the lights go on one of the palm trees. The commercial has been played every year ever since during the month of December.

Use in cocktails

Some bars and restaurants serve a "Coronarita", a beer cocktail that consists of a bottle of Corona upturned to drain into a margarita.[13][14]

Impact of the COVID-19 pandemic

Corona bottle with a lime slice

As of February 2020, after the start of the COVID-19 pandemic, Corona suffered a $170 million loss in earnings in the virus' origin country of China.[15] The company attributed the sales drop to fewer people going out in public, with many bars and restaurants being forced to close.[15] Sales of several brands of beer slumped in the country, as the spread of COVID-19 dampened public activities. Sales were typically high over the period due to Chinese New Year celebrations.[16] However, Constellation Brands reported a 5% increase in sales of Corona Extra in the U.S. in the four weeks ending February 16, though the company's new hard seltzer had to stop promotion because its ads were perceived as being in "poor taste".[17]

CNN reported that a survey by 5W Public Relations said that 38% of Americans would not buy Corona "under any circumstances" due to association with the coronavirus outbreak, and another 14% said they would not order a Corona in public.[17] The survey of 737 American beer drinkers over the age of 21 was conducted via phone on February 25 and 26, 2020.[18] The PR firm's news release said the survey was done "regarding their opinions about the popular Mexican beer brand, Corona, as a result of the deadly COVID-19 coronavirus that's spreading around the world".[18] The company did not publish detailed methodological data.[19] The question responsible for the 38% statistic[18] did not explicitly mention COVID-19 as a motivation, which might have instead simply indicated a preference for a different brand of beer.[16] Among regular Corona drinkers, only 4% said they planned to stop drinking the brand.[16][19][20][21] In December 2020, the Guardian reported that 2020 sales of Corona had increased 40% in UK supermarkets compared to 2019.[22]

Grupo Modelo announced on Twitter that it would stop producing Corona beer during a shutdown of non-essential businesses lasting from March 30 to April 30 by the Mexican government due to COVID-19.[23][24]

See also

References

  1. ^ "Corona Extra". Liquor Control Board of Ontario. Retrieved 30 July 2018.
  2. ^ Mikkelson, David (18 May 2010). "Corona Lime Wedge". Snopes. Retrieved 2 March 2020.
  3. ^ Vasen, Debbie (1 December 2011). "Best Beers". LoveToKnow Best. Archived from the original on 13 July 2011. Retrieved 7 December 2011.
  4. ^ Hendriks, Alexandra (2015) [2002]. "Beverages, Alcoholic". In McDonough, John; Egolf, Karen (eds.). The Advertising Age Encyclopedia of Advertising. Routledge. p. 168. ISBN 978-1-135-94906-8.
  5. ^ "Heineken to take over Mexican beer brands in U.S." USA Today. 21 June 2004. Archived from the original on 20 February 2007. Retrieved 17 July 2008. Modelo's Corona brand has been the top-selling import beer in the United States for years and is the seventh-best selling brand there overall.
  6. ^ Luhnow, David; Kesmodel, David (17 July 2008). "Pressure Is on Mexican Brewers". The Wall Street Journal. p. B2. Retrieved 17 July 2008.
  7. ^ "Corona Extra" (in Finnish). Sinebrychoff. Archived from the original on 11 May 2016.
  8. ^ "Our history". Familia Torres. Retrieved 2 March 2020.
  9. ^ Ochoa, Raúl (6 June 2015). "Desastre en el box mexicano por el retiro de Grupo Modelo". Proceso (in Spanish). Retrieved 2 March 2020.
  10. ^ Kerno, Steven J. Jr. (2015). "NASCAR (National Association for Stock Car Auto Racing)". In Wherry, Frederick F.; Schor, Juliet (eds.). The SAGE Encyclopedia of Economics and Society. SAGE Publications. p. 1147. ISBN 978-1-4522-2643-9.
  11. ^ Montesinos, Débora (28 March 2017). "What Brands are Sponsoring Mexican Soccer (in Mexico)?". Portada. Retrieved 23 August 2020.
  12. ^ "ATP, Corona Extra sign sponsorship agreement". ESPN.com. 22 February 2010. Retrieved 22 May 2020.
  13. ^ "Drink Menu". Chili's. Archived from the original on 24 December 2014. Retrieved 27 January 2015.[failed verification]
  14. ^ "Drinks". Dave & Buster's. Archived from the original on 29 September 2012. Retrieved 16 April 2018.
  15. ^ a b Petter, Olivia (28 February 2020). "Coronavirus: Owners of Corona report £132m loss following outbreak". The Independent. Retrieved 2 March 2020.
  16. ^ a b c Mikkelson, David (2 March 2020). "Did Corona Beer Sales Drop Sharply Due to Fear About the Coronavirus?". Snopes. Retrieved 26 March 2020.
  17. ^ a b Valinsky, Jordan (28 February 2020). "The spread of the coronavirus couldn't have come at a worse time for Corona beer". CNN. Retrieved 2 March 2020.
  18. ^ a b c Kertscher, Tom (2 March 2020). "No, poll does not say 38% of Americans won't drink Corona beer because of coronavirus". PolitiFact. Retrieved 26 March 2020.
  19. ^ a b Edelman, KJ (28 February 2020). "Fox & CNN Report on Poll Claiming Coronavirus a 'Disaster' for Corona Beer — Conducted By PR Firm Repping Beverage Co.'s". Mediaite. Retrieved 2 March 2020.
  20. ^ Mounk, Yascha (28 February 2020). "What the Dubious Corona Poll Reveals". The Atlantic. Retrieved 2 March 2020.
  21. ^ Carlin, Sean (10 March 2020). "Coronavirus Fears Haven't Sunk Sales of Corona Beer in U.S." FactCheck.org. Retrieved 26 March 2020.
  22. ^ Wood, Zoe (18 December 2020). "Lockdown drives up lager sales but wipes £180m off makeup". The Guardian. ISSN 0261-3077. Retrieved 18 December 2020.
  23. ^ Valinsky, Jordan (3 April 2020). "Corona beer stops production". CNN Business. Retrieved 4 April 2020.
  24. ^ "México extiende la suspensión de actividades no esenciales y endurece medidas contra el coronavirus". CNN en Español (in Spanish). 30 March 2020. Retrieved 7 April 2020.

External links