Corona Beer Keysha Jean-Claude Strayer University
Dr. R. Polak
Corona Extra was introduced in the United States in 1979, and became the fastest growing imported beer in U.S history. Corona Extra has been brewed and bottled in Mexico by Grupo Modelo (Mexico’s largest brewer) since 1926. It operates seven state-of-the-art breweries throughout Mexico and currently exporting Corona to more than 1500 countries worldwide (Corona , 2010). The brewer has a 51 percent market share and exports to 56 countries. Beer has increased its share of total alcohol consumption every year but in 2008 the trend of Corona slowed down. In emerging markets beer has shown higher growth than other alcohol categories as consumers switch local to commercially produced beer. Beer drinking is on the rise and the market of beer drinkers has changed from being predominantly a male product to females now drinking socially too. Over the past five years, the beer category has maintained a compound annual growth rate of 4.8% globally (www.sabmiller.com,2010). The beer industry has also seen a trend towards consumers trading up to attractive, local, premium and more expensive beers. Since 1997 Corona has become the number one imported beer in the US, substituting Heineken who had held the number one spot in the beer industry since 1933. With Corona expanding their company internationally into the United States and Canada, Grupo Modelo has already responded to the potential threats that may come because of the unpredictable Mexican economic system and their political environments. Entering into new foreign markets
In both China and Australia it offers markets that have great potential for demand of Grupo Modelo's beers. China recently surpassed the U.S. in total beer...