One of the early predictions of the pandemic was that Corona was in real trouble because beer drinkers would associate the brand with Coronavirus. Stuck in a position that didn’t really have a playbook, Corona even tried to lean into the association last spring, only to quickly realize that it was a bad idea.
Good news for the brand, however. A Wall Street Journal article headlined, “Echo of Coronavirus Didn’t Keep Beer Drinkers From Corona” reports that its sales are doing just fine:
“In-store spending on Corona-branded beer and hard seltzer in the U.S. comprised 6.78% of the category this year through Dec. 6, essentially unchanged from the equivalent period a year prior, according to IRI, a Chicago-based market research firm.”
“Excluding fast-growing spiked seltzers—such as Corona Hard Seltzer, which was introduced during the pandemic—the story was the same: Corona’s share of in-store beer sales through Dec. 6 held steady with a year earlier, IRI said.”
“’There wasn’t really any kind of negative impact on Corona sales,’ said Vivien Azer, managing director and senior research analyst at investment bank Cowen Inc. ‘That’s clear in the data.'”