Building Brands That People Love: Corona
October 08, 2025
Welcome to Building Brands People Love, a series rooted in bringing our mission to life and delving into our unwavering commitment to creating iconic, consumer-driven brands. From embracing innovation to fostering relationships with consumers, this series highlights how we craft brands that resonate across generations. Discover how we leverage insights, bold ideas, and a passion for authenticity to build a portfolio that continues to inspire consumer trust and loyalty.
When it comes to Corona, its unique heritage and values as a brand consist of:
• A 100-year legacy as a symbol of the beach mindset that maintains its cultural relevance.
• A portfolio that evolves with consumer needs — from Corona Light and Corona Premier to innovations like Corona Sunbrew Citrus Cerveza and Corona Non-Alcoholic.
• Authentic partnerships, including one with Major League Baseball, that deepen ties with consumers and broaden cultural impact.
• A commitment to sustainability through initiatives like Protect Our Beaches, which removed more than 1.2 million pounds of plastic from U.S. beaches and our business.
Together, these elements showcase why Corona is a brand built to last.
An Iconic Brand That Continues Delivering Results
As the brand that embodies the beach in a bottle, Corona stands the test of time. Proudly brewed in Mexico since 1925, Corona Extra was eventually introduced to the states in 1979 and quickly became identifiable with summer gatherings and the beach.
Since then, Corona has experienced remarkable growth, evolving from its origins as a beloved Mexican beach beer into a leading brand in the U.S. recognized for its innovation, strong cultural ties, and lasting consumer appeal. Its journey is marked by significant achievements that have solidified its position at the forefront of the beer industry, consistently winning the hearts of loyal fans and new generations alike:
• No. 1 most loved beer brand with American consumers, across the General Market, Hispanic, and Gen Z audiences1.
• Corona Extra a top 5 beer brand nationally in dollar sales2, strengthening its share in the beer category.
• Corona Sunbrew Citrus Cerveza ranks No. 1 innovation in beer3.
• Corona Extra Bottles the No. 1 beer package in On-Premise4, with the iconic lime-in-bottle ritual as powerful today as it was decades ago.
Corona’s brand equities are timeless — refreshing optimism, an enduring connection to its Mexican heritage, and the ritual of the lime. Each sip reminds consumers to slow down, savor the moment, and embrace the beach mindset.
As Rob Nelson, VP of Brand Marketing for Corona, explains, “Corona has always stood for physical and emotional refreshment, making it the perfect beer to enjoy when you want to relax and appreciate the now—pursuits we believe are universal.”
Evolving with Consumer Needs While Staying True to Brand Ethos
Over the decades, Corona has carefully listened to its consumers and introduced new product offerings to meet evolving preferences – inviting new types of drinkers and extending Corona’s cultural relevance and impact:
• In the 1980s, Corona Light was introduced to meet demand for a lighter, calorie-conscious option.
• Corona Premier debuted in 2018 as an exceptionally smooth, premium light beer for modern drinkers with an active lifestyle.
• Corona Non-Alcoholic expanded the brand into new occasions in 2022, meeting the moment in the fastest-growing beer segment, where dollar sales have surged 150% in the past five years5. By delivering the same crisp, refreshing, balanced flavor of Corona Extra but in a non-alcoholic brew containing less than 0.5% ABV, it’s perfectly positioned for consumers embracing moderation.
• Corona Sunbrew Citrus Cerveza, a vibrant, flavor-forward beer, was introduced in 2024 and quickly become the No. 1 innovation in beer6. With can’t miss packaging, a juicy taste, and a dynamic digital- and social-first campaign that has delivered more than 800 million impressions, Sunbrew brings new energy to the flavors segment and attracts a fresh wave of consumers — delivering strong incrementality to our beer portfolio.
-
When it comes to innovation, the brand approaches it with purpose and authenticity, so it feels true to its timeless identity and stays consistent in the marketplace.
“Corona stays ahead of consumer trends by innovating in ways that reinforce its strong masterbrand positioning,” explains Saul Trejo, Director of Brand Marketing for Corona Innovation & Light Beers.
These innovations highlight how Corona evolves without losing its essence — surprising and delighting consumers today, while emerging as a trailblazer in the future of beer.
Authentic Partnerships Embedded in Consumer Passions
Beyond product innovations, one of the many ways Corona stays relevant is through
its focus on expanding occasions by embedding in consumer passions through authentic partnerships.
Corona proudly holds the title of Official Cerveza of Major League Baseball, bringing together two iconic brands that celebrate good times and connection both on and off the field.
“Corona doesn’t stay popular by accident,” says Royce Carvalho, Senior Director, Brand Marketing for Corona Extra & Familiar. “Corona has always been a magnet, and our partnership with the MLB reflects that strategy.”
A sport with growing popularity and relevance with fans across the states, baseball is experiencing a resurgence, with the MLB seeing increased stadium attendance, coinciding with the recent rule changes. In total, the 2025 MLB season drew 71.4 million fans, surpassing the 70 million benchmark for the third straight season 7. Now, more than ever, baseball is the perfect sports occasion for an ice-cold Corona.
Content series such as El Béisbol es Otra Cosa and collaborations with stars including Ronald Acuña Jr. and Mookie Betts deepen that brand and consumer connection.
Corona Premier also continues to expand its connection to golf to help drive brand awareness, light beer education, and purchase at retail. As part of a long-standing partnership with the United States Golf Association, Corona Premier is once again sponsoring the U.S. Open Golf Championship in 2026. Designed to enhance the on-site fan experience at the major tournament, Corona Premier’s support includes upbeat opportunities to showcase the more approachable side of the Corona Premier brand and introduce casual golf fans to the lighter side of golf.
In addition to the U.S. Open Golf Championship, Corona Premier continues to partner with the American Century Championship, a fan-favorite celebrity golf tournament featuring stars from entertainment, sports, and more, held annually in Lake Tahoe.
Consistent Messaging Through Campaigns that Resonate
Corona remains ever present in American culture due to its top-tier brand campaigns, partnerships, and ability to consistently curate authentic relationships with generations of consumers. From the longest-running beer ad in history, “O Tannenpalm” — celebrating its 35th year on air — to Hollywood cameos, Corona is embedded in tradition and beloved in culture.
In 2025, Corona reinvigorated its connection to the beach with its La Playa Awaits campaign. Returning to the brand’s roots, La Playa Awaits was designed to overtly celebrate the power of the beach, moving it out of the backdrop and into the spotlight as a powerful mindset reminder to live life more presently, no matter where you are. This enduring promise comes to life through top-ranked creative ideas, localized activations, and digital-first strategies that meet consumers wherever they are.
Commitment to Sustainability
For Corona, the beach isn’t just a brand symbol — it’s a responsibility. In 2020, the brand launched Protect Our Beaches with Oceanic Global, a sustainability initiative aimed at removing one million pounds of plastic from U.S. beaches and business operations by the brand’s 100th birthday in 2025. Today, more than 1.2 million pounds of plastic have been removed, thanks to the efforts of over 3,500 volunteers across 77 nationwide cleanups.
This initiative reinforces that protecting what matters most is not only central to Corona’s future but also to the lifestyle it represents.Maintaining Momentum + Looking Ahead
As a powerhouse brand, Corona’s strength comes from its timeless values that continue to resonate with consumers. They remind them to savor the good in life and own who you are, no matter the circumstances.
“Corona has never been content to stand still,” says Rob. “The same spirit that made it an icon is what will carry it forward — an ability to adapt, inspire, and stay at the center of culture for decades to come.”1 Morning Consult, last twelve months ending May 2025
2 Circana, 52 weeks ending 9.7.2025
3 Circana, MULOC+ FYTM through Aug
4 Nielsen, CGA 52 weeks ending 7.12.2025
5 Circana, Total U.S. MULOC+ – CBI Fiscal Year 2021 – 2025
6 Circana, MULOC+ FYTM through Aug
7 MLB Press Release, 9.29.25