Corona Beer in Europe

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in Mexico City. Skube noted that the difference in currencies and economic conditions did not explain the 'upmarket' positioning; marketing did. The key, in the U.S. market was Corona's "shrewd tactics in appealing to a core group of Mexicans living in the United States while giving Corona a special cachet among American college students and 20-somethings" (Skube, 1999), or in short, Yuppie-sizing it.
That exact demographic is not available in Europe, certainly not the Mexican ex-patriot portion. But Skube notes that the marketing image-the enameled bottle, the pale color of the beer and the bright lime-is appealing to a great many demographics (Skube, 1999).

The beginnings of the strategy

Despite all that, Grupo Modelo, which owns the Corona brand, forged a strategic alliance with Anheuser-Busch, the U.S. beer giant, in 1993. Since 1997, Corona Extra has been an international icon, in the U.S. and elsewhere. In 2000, Carlos Fernandez, who had inherited the top spot at ...

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for 2 percent of total beer sales, it was forging ahead better in Europe than in Canada, with European market growth at 4.5 percent (primarily in Spain, France and Italy), compared to3.9 percent in Canada, 2.3 percent in Asia, and only 1.6 percent in the rest of Latin America (Scheinman, 2000).
Graphically, the shares look like this:

Export Sales by Region
|Latin America |1.6% |
|Asia & Oceania |2.6% |
|Europe |4.8% |
|Canada |3.9% |
|U.S. |87.0% |

Source: Scheinman, ...

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