CORONA BEER

CORONA BEER

CORONA BEER

Introduction

The Corona Extra, thanks to its wide acceptance and popularity in the domestic market have expanded its growth strategies the U.S. market. Today the brand has presence in bars, restaurants and discos of Europe, the Caribbean, Central America, South America, Canada and some African countries, in addition to being the second, most international beer in the world after Heineken. (Harris, Hillwig, Prakruthi, & Bhargava, 2008)

An international brand

Group Modelo, i.e. the parent Group of Corona Beer, has focused on opening new markets with particular emphasis on U.S. (87% of sales), where the market for imported beers represents around 5% ...