Corona Beer, a popular Mexican beer brand, faced an unexpected challenge during the COVID-19 pandemic. Despite being to the virus, the brand suffered from negative associations due to its name, leading to a drop in sales and a public relations crisis. In this article, we will explore the Corona beer case and how it illustrates the importance of brand name association.
Background of the Corona Beer Controversy
In early 2020, the COVID-19 pandemic began spreading across the world, causing widespread panic and uncertainty. As the virus became a global health crisis, people began associating the name “corona” with the virus, despite the two being. This association was by media coverage and social media memes, leading to a negative perception of the beer brand.
Impact on Sales and Public Relations
The negative brand name association had a significant impact on Corona Beer’s sales. According to a survey conducted by YouGov, in late March 2020, 38% of American beer drinkers said they would not buy Corona beer “under any circumstances” because of the virus. Sales of Corona beer in the United States dropped by 4.6% in the first quarter of 2020, with the parent company, Constellation Brands, reporting a loss of $170 million due to the crisis.
The negative perception also caused a public relations crisis for the Corona brand. The company was to issue a statement clarifying that the virus had no connection to its brand and launched a marketing campaign to rebrand its image. Despite these efforts, the negative perception persisted, and the brand continued to suffer from a drop in sales.
Importance of Brand Name Association
The Corona beer case highlights the importance of brand name association and the potential impact it can have on a brand’s image and sales. Brand name association is the process of connecting a brand’s name with a particular concept or idea. In the case of Corona beer, the association with the COVID-19 virus had a significant impact on the brand’s reputation.
Corona Beer size & pack
Corona beer is available in various sizes and packs, depending on the region and market. In the United States, Extra, the flagship beer of the brand, is available in the following sizes and packs:
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Bottles: 7 oz, 12 oz, 24 oz, and 32 oz
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Cans: 12 oz, 18 oz, and 24 oz
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Multi-packs: 6-pack, 12-pack, 18-pack, 24-pack, and 30-pack
Corona also offers other beer varieties, including Corona Light, Corona Premier, and Corona Familiar, which may be available in different sizes and packs.
It is important to note that availability may vary depending on the retailer, location, and demand. In some regions, the brand may offer different sizes and packs to cater to the local market. It is advisable to check with local retailers or the brand’s website for the most up-to-date information on the availability of beer sizes and packs.
Conclusion
The Corona beer case is a cautionary tale for businesses on the importance of brand name association. While brands may not have control over external factors such as a global health crisis, they can take steps to mitigate the impact on their image and sales. By investing in building a strong brand identity and addressing negative associations, businesses can protect their brand and maintain customer loyalty during challenging times.
