Case | HBS Case Collection | November 2001 (Revised March 2011)

Corona Beer

by Rohit Deshpande, Gustavo Herrero and Kirsten O'Neil Massaro


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; Marketing Strategy; Sales; Competitive Strategy; Food and Beverage Industry; Mexico; United States;


Deshpande, Rohit, Gustavo Herrero, and Kirsten O'Neil Massaro. "Corona Beer." Harvard Business School Case 502-023, November 2001. (Revised March 2011.)