![]() ![]() in the four weeks to Feb 16, “nearly doubling the 52-week trend for the brand”. ![]() Corona’s owners, Constellation Brands, Inc., provided a terse factual response to the Corona-has-lost-its-fizz stories and revealed sales of Corona Extra grew 5% in the U.S. The trouble with the highly contagious survey results was that they don’t seem to support the facts. After all, what brand wants to be linked to a virus, which is killing people worldwide?” Awareness is all… “Could one imagine walking into a bar and saying, ‘Hey, can I have a Corona?’ or ‘Pass me A Corona’. “There is no question that Corona beer is suffering because of the coronavirus,” declared Ronn Torossian, Founder and CEO of 5WPR. Remarkably, 16% were confused about whether Corona is related to coronavirus… It revealed 38% would not buy Corona under any circumstances, but only 4% of those who usually drink Corona would stop. The Facebook storm followed a survey of 700 US beer-drinkers over the age of 21 by the New York-based company 5W Public Relations. News organisations also chugged on the story. And a viral epidemic of Facebook posts revealing consumers were shunning the innocent Mexican beer supported this view. Putting a bottle bearing the name of a nasty virus to one’s lips, for example, does not tantalize the taste buds. If a brand is all about image and emotion, then sales of Corona might be expected to fall, even though there is no link whatsoever between the beer and virus apart from the name. Big, as is often the case, is beautiful, and lots of purchases help create a brand image. Differentiation was overstated, it suggested, and the differences in perceptions that do exist between brands are a function of brand size (and all the backing that goes with it) and purchase experiences. The real job is to curate and burnish the image of a brand, to differentiate it from the crowd, to build loyalty based on a more emotional connection.Īnd then the Ehrenberg Bass Institute in Australia put the spanner in the works. The more traditional brand management philosophy, however, holds that this is just the start of a beautiful relationship. Salience – or awareness – is clearly vital as consumers need to know a brand actually exists if they are to buy into it. How will it affect sales? Good or bad? It is perhaps distasteful to ask, but the way you answer gives an insight into where you stand on a long-standing marketing debate – is salience or image more important to a brand’s success? The coronavirus may be sweeping around the world and causing untold misery, but marketeers, if they admit it, are darkly consumed by one question that fascinates them all. We bought it because, well, the word Corona was everywhere. In the pub, my friend Dave, who wouldn’t normally touch the drink with a barge pole, was guzzling his down with gusto. In fact, it’s never tasted good at all except when it has a slice of zingy lime squeezed into the top of the bottle. That case is currently in mediation.What does the coronavirus mean for Corona beer? Last August, Modelo separately alleged that Constellation’s tequila- and bourbon-barrel aged Modelo Reserva beers also violate the license agreement. “The meaning of the sublicense as it relates to hard seltzer products is ambiguous … and while Modelo perhaps has the better of the argument, the court is not now in a position to conclude that no reasonable jury could find for” Constellation. “But the fact remains that dictionaries, however important, do not resolve this case. “Modelo has more dictionaries on its side of this debate over the meaning of ‘beer’ than does” Constellation, Kaplan said. Kaplan said that though Modelo’s argument might be stronger, the definition of “beer” in the agreement was still too ambiguous to determine before trial. “The court denied that motion … essentially on the ground that the word ‘beer’ and other relevant provisions of the sublicense were ambiguous.” In his ruling, Kaplan said: “It bears mention that the question whether the hard seltzers fall within the sublicense – ie, whether they constitute ‘beer’ within the meaning of that agreement – came before the court on motion to dismiss the original complaint. ![]()
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