Corona

As one of the top-selling imported beers in the US and Australia, and swift progress in Asian and Latin American markets, Interbrand noted that Corona saw the largest volume sales growth in Mexican brewer Grupo Modelo’s portfolio (now owned by AB InBev) in 2011.

‘Strategic guidelines’ for the brand globally meant a focus on sports and carefree lifestyles of younger, presumably party-going consumers, Interbrand’s analysts surmised, citing the success of this summer’s ‘Corona Beach Getaway’ social media campaign.

New packaging designs for Corona Extra and Corona Light in 2012 marked the first time in the brand’s history that its entire packaging lines adopted new design elements, and Interbrand said color and graphic changes would help differentiate the brands.

Nonetheless, the research firm’s analysts warned that in future Corona would need to craft distinctive campaigns that resonated with Hispanics  – forecast to constitute 23% of US consumers of drinking age by 2030 – without resorting to stereotypes.

A 2012 sales slowdown in the US also presented challenges, Interbrand said, with high unemployment hitting the purchasing power of core Corona customers – men aged 21 to 34.

(Picture Copyright: Shawn Carpenter/Flickr)