November 2001 (Revised March 2011)
Case
HBS Case Collection

Corona Beer

By: Rohit Deshpande, Gustavo Herrero and Kirsten O'Neil Massaro

Format:Print
| Language:English
| Pages:24

Abstract

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

Citation

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