| HBS Case Collection
(Revised March 2011)
In early June 1997, the CEO and vice chairman of Grupo Modelo were reviewing the performance of Corona beer in the U.S. market. Despite a much higher sales volume growth rate, Corona still trailed Heineken, the #1 imported beer brand in the U.S. market. Could Corona overtake Heineken and, if so, what marketing strategy changes needed to be made? Includes color exhibits.
Keywords: Brands and Branding;
Food and Beverage Industry;
Deshpande, Rohit, Gustavo Herrero, and Kirsten O'Neil Massaro. "Corona Beer". Harvard Business School Case 502-023, November 2001. (Revised March 2011.)