![]() ![]() But we really didn’t understand “why” because, in those days, the US beer “biz” was dominated by major domestic brands…imports were a very small segment, dominated by European brands and microbrew/crafts had not yet hit the market. What can you tell us about the brand values?īill: I remember when I first started with the company back in 1984, I quickly found that there was an unusual awareness and affinity for the Corona Extra brand in select markets like SoCal and South Texas. ![]() Let’s talk about Corona from the time you were there. Brett Palmer, former Brand Partnership Agency for Kenny Chesney and CEO of AbiJack Management, joined us as well. Intrigued by their commitment and success on gaining a cult following, we interviewed Bill Hackett, the former Chairman of Constellation Brands and long-time veteran of the beer business, on Corona’s story of brand alignment and how just a couple right (and big) choices established them as the go-to beer for chillin’ out. The bonus of past partnerships with Jimmy Buffett and Kenny Chesney came with additional bonuses - accessing the worldwide fan bases of Parrotheads and No Shoes Nation. Corona has managed to align with other brands - most recently with chart-topping artist Maren Morris and former Dallas Cowboys quarterback Tony Romo - to elevate their happy-go-lucky vibe. They also reached a new audience who wants to feel like they’re on a tropical getaway (even if they’re only watering the flower beds).Ĭorona’s consistency in messaging aided both the “Find Your Beach” and “Corona Gets Its Lime” in becoming successful campaigns the most impressive part of these marketing endeavors is that the brand hasn’t relied on just television or print. With their “Find Your Beach” advertising campaign, they promoted what their consumers were already thinking - but amplified it to remind them. One line of brew that’s embraced this “imagine yourself there” marketing message is Corona of the Constellation Brands family. Even if your reality is sitting on your patio or at least enjoying a concert, there’s a feeling you get at first sip that sets your mind and attitude to relax like you’re on vacation mode. But sometimes, just a cold one in your hand is close enough. What’s better than a cold one in your hand, good tunes and your toes in the sand? Not much else. ![]()
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