This article was originally published in the Brand Finance Alcoholic Drinks 2024 report.
Vice President,
Corona Global
This year, Corona has reclaimed the title of the world's most valuable beer brand. What do you consider the defining moments or milestones in building and strengthening the brand over the past year?
One of the keys to building a strong brand is remaining consistent in everything we do. Through all our activations, including our worldwide Olympic partnership with Corona Cero as the first-ever global beer sponsor and our Corona Sunsets Festival World Tour in 15+ countries, we aim to create meaningful programs and experiences that consumers love. We also have a rich history of initiatives that align with our ambition to help protect nature, such as the launch of Corona Island, the world’s first Blue Verified Island, and becoming the first global beverage brand with a net zero plastic footprint.
Corona Cero is set to be the global beer sponsor of the upcoming Olympic Games, marking a historic first for a beer brand. How do you plan to leverage this sponsorship to enhance Corona Cero's brand visibility and market penetration?
We are proud that Corona Cero is the global beer sponsor of the Olympic Games. We launched our ‘For Every Golden Moment’ platform in 40+ markets globally across all media touchpoints, from films, social media, OOH, experiences, and trade, including Olympics-themed bottles in select markets worldwide. This activation celebrates the golden moments of the Olympic Games and reminds the world to embrace and enjoy these special moments that occur in everyday life.
During the Olympic Games, we will broadcast live in 11+ countries, showcasing real-time parallels between athletes’ golden moments and the celebratory moments that happen in our lives. It’s a dynamic and unique approach that’s relevant to both fans and athletes.
With the ongoing digital transformation and the rise of direct-to-consumer sales, how is Corona ensuring that its digital initiatives align with the brand's core values and enhance customer loyalty?
We are a consumer-centric company, which means our consumers are at the heart of everything we do. To enhance the Corona experience at home, we provide Corona Sunset Hours on our TaDa and Ze Delivery direct-to-consumer products, offering a cold ready-to-drink beverage delivered fast to consumers during the golden hour, so they can enjoy a Corona while taking a moment to relax and unwind. By getting to know our consumers better, we can also provide them with access to events on our digital products, such as our Corona Sunsets Festival World Tour, a global festival series celebrating the beauty of nature. Whether we are delivering a cold Corona to a consumer’s door, or hosting a global activation, we aim to provide the best experience across all beverage occasions.
