Welcome to the latest edition of The Well—a quick-sip breakdown of the best stories behind your favorite alcohol brands. On the shelf this week: the beer that has become synonymous with beach vibes and sunny days—Corona.
Origins and Rise
Corona Extra, the beer that effortlessly brings the beach to your doorstep, has a story as refreshing as the brew itself. Born in 1925 in the small town of Ciudad Obregón, Mexico, by Cervecería Modelo, Corona quickly grew from a local favorite to a global icon. But the journey wasn’t always smooth sailing.
Strategic Marketing
Corona first gained significant traction in the United States in the 1980s. The brand capitalized on the growing popularity of Mexican food and culture north of the border, positioning Corona as the perfect companion to tacos and sunshine. One of the most iconic marketing moves came with the introduction of the lime wedge. Originally meant to keep flies out of the bottle, the lime became a symbol of the relaxed, beachy lifestyle that Corona embodied. This simple garnish turned into a ritual, a signal that you were drinking something special. Coupled with its clear bottle and sun-kissed label, Corona became more than just a beer; it was an experience, a mini-vacation in every sip.
Branding and Imagery
Smart advertising campaigns played a crucial role in its rise. Ads featuring serene beach scenes, crystal clear waters, and, of course, the omnipresent lime, transported viewers to an idyllic paradise. This consistent branding helped cement Corona’s image as the ultimate beach beer.
Maintaining Quality
Despite its laid-back persona, Corona’s success is no accident. It involved strategic planning, understanding market trends, and, importantly, maintaining quality. Corona Extra’s distinct flavor—light, crisp, and mildly sweet with a hint of skunky aroma (thanks to its clear bottle allowing UV light exposure)—set it apart in a crowded market.
Modern Day Success
Fast forward to today, Corona is not just a beer but a cultural icon. It’s the best-selling imported beer in the United States and enjoys a strong global presence. And while the brand has expanded with variations like Corona Light and Corona Premier, the original Corona Extra remains a favorite for its timeless appeal.
