9/4/2023 0 Comments Corona beer logo meaningThe team pointed to several possible causes for this phenomenon, including brand loyalty for a company that’s “a top imported beer brand in the United States” and the additional “brand exposure and promotion” that resulted from increased attention on social media.ĭawn Lerman, a marketing professor and the executive director of the Center for Positive Marketing at Fordham University, also says that the accidental publicity could have helped Corona’s sales. Using sales data from the Nielsen Company, the group examined how several beer brands - including Corona, Budweiser, Coors, Miller and Heineken - performed between January 2017 to July 2020.Īs COVID-19 cases rose, so did Corona’s sales, according to researchers Yuqing Zheng, Lingxiao Wang, Shuoli Zhao and Wuyang Hu.Įach new positive case led to a $5.30 increase in weekly Corona beer sales compared to these other major beer brands. In its latest quarterly report, released in October 2022, Constellation said its beer business had a “depletion growth” of almost 9% over the previous quarter, which was “driven by the continued strength of Modelo Especial and Corona Extra.” In the beer industry, depletion growth is the rate at which the beer leaves distributors to retailers, according to the financial news site Barron’s. Corona Extra alone had a depletion growth of 6%.Ī group of researchers from the University of Kentucky, the University of Wisconsin-Madison and Ohio State University actually set out to study how consumers reacted to the beer brand after its name became inadvertently associated with the coronavirus. The company said Corona Extra’s dollar sales were up 5% in the U.S. The statement came shortly after the public relations agency 5WPR released a survey that said “38% of beer-drinking Americans would not buy Corona under any circumstances.” issued a press release at the beginning of the pandemic, refuting claims that the coronavirus had a negative impact on the company. The classic saying that all publicity is good publicity seems to have held true for the Corona beer brand, which weathered a worldwide pandemic despite an unfortunate name similarity with the infectious disease that caused it.Ĭonstellation Brands - which owns the rights to sell Corona in the U.S. How has the pandemic affected the company now that the word “corona” brings to mind a virus and not someone lounging by the beach with a beer? Most memorable was everything in the fridge cowering from a bottle of Corona beer. Listener Stacey Higdon from Wichita, Kansas, asks:īefore COVID-19 really hit the U.S., I remember seeing lots of light-hearted jokes and memes about the virus and beer. Ever wondered if recycling is worth it ? Or how store brands stack up against name brands? Check out more from the series here. The full interview, in which we also speak to Pieter van den Bulck – another global IP director and in charge of AB InBev’s European matters – will be published this week.This is just one of the stories from our “I’ve Always Wondered” series, where we tackle all of your questions about the world of business, no matter how big or small. Icaza was speaking to Managing IP as part of a wider interview on AB InBev’s IP strategy. The longneck transparent bottle, the printed (not stickered) label and its gold colour and crisp taste all contribute to its overall success as a brand.” “In our view, it’s a very strong trademark with a very distinctive trade dress. Icaza believes the ‘Corona’ trademark – and overall brand, which has been in the market for almost 100 years – is strong. But this is a very specific problem – we are probably dealing with about 10 to 15 applications per month,” he tells Managing IP. “Generally the number of applications tends to fluctuate. Icaza believes he has taken action against roughly 100 applications containing the term ‘Corona’ since February. The brewing company that owns the Corona beer brand has taken action against around 100 trademark applications since the COVID-19 pandemic struck earlier this year, a senior in-house lawyer for the company has revealed.įederico Bueno Icaza, global IP director at AB InBev, says there has been a significant uptick in trademark enforcement activity as the company seeks to protect the Mexican brand from potentially infringing and opportunistic applications.
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