Crafted in Mexico: Corona Beer
In the bustling city of Mexico City, back in 1922, Cervecería Modelo, S.A. was incorporated, marking the beginning of a new era in Mexican brewing. Just three years later, in 1925, the company launched Corona Extra, a pale lager that would soon become a symbol of Mexican ingenuity and global success[1][3].
The emergence of Corona Extra coincided with a broader rise of beer culture in Mexico, a trend influenced by German immigrants who brought brewing expertise and marketing savvy to the country. These newcomers sought to counter the native pulque drink, which they deemed unsanitary. By positioning beer as cleaner and more modern, they helped cement its popularity in Mexican society[1][3].
A Bold Marketing Strategy
Corona's marketing strategies have been a masterclass in brand storytelling. The beer was presented in clear glass bottles, a daring choice at the time that showcased the beer’s golden color and symbolized transparency and quality[3]. This early marketing move served as a "soft flex," signaling "we've got nothing to hide."
The brand further leveraged its association with Mexican lifestyle and coastal imagery, especially promoting itself as a refreshing beer best enjoyed with a lime wedge. This customary garnish's origin remains uncertain, but it has become synonymous with Corona[3].
A Global Phenomenon
Corona's marketing evolution emphasized transparency, lifestyle, and freshness, which resonated with consumers worldwide. The brand's packaging, advertising campaigns, and global distribution emphasized a laid-back, sunny, beach-related identity that helped it stand out internationally[3].
Today, Corona is distributed across every inhabited continent. Half of its exports land in the U.S., with significant portions also going to Canada, the U.K., Australia, and Japan[3]. In 2025, Corona Extra was ranked as the world's most valuable beer brand, with a brand valuation of US $13.4 billion[3].
A Cultural Icon
Corona Extra is more than just a beer brand; it is an icon of Mexican culture. Domestically, it represents a modern Mexican product on the world stage[3][5]. Globally, it is among the top-selling imported beers, helping shape global perceptions of Mexican beer as light, approachable, and premium[1][3].
This success story exemplifies how a localized product can leverage cultural narrative and marketing to capture international markets, influencing global beer trends toward branding around lifestyle and experience as much as taste[1][3].
A Commitment to Sustainability
In recent years, Corona has demonstrated a commitment to sustainability. This includes the creation of a nonalcoholic variant, Corona Cero, and pledges to safeguard Mexico’s water resources by replenishing more freshwater than they consume[3].
As Corona Extra celebrates its 100th birthday in 2022, it stands as a testament to the power of innovation, marketing, and cultural resonance in shaping global industries. From its roots in 1920s Mexico to its status as a global phenomenon, Corona's journey is a story of Mexican ingenuity, marketing bravado, and cultural pride.
[1] Corona Extra [2] Cervecería Modelo [3] Corona's History [4] The History of Beer in Mexico [5] Corona's Impact on Mexican Culture
- The history of Corona Extra, launched in 1925, reflects a turning point in Mexican brewing and a rise in beer culture, influenced by German immigrants who advocated for beer as cleaner and more modern.
- Corona's marketing strategy, from its clear glass bottles to coastal imagery, has been a masterclass in brand storytelling, positioning the beer as a symbol of Mexican ingenuity and global success.
- As Corona's marketing evolution emphasized transparency, lifestyle, and freshness, it resonated with consumers worldwide, becoming a global phenomenon distributed across all inhabited continents.
- Corona Extra is not just a beer brand; it has become an icon of Mexican culture, both domestically and internationally, helping shape global perceptions of Mexican beer.
- In recent years, Corona has shown a commitment to sustainability through initiatives like creating a nonalcoholic variant and safeguarding water resources in Mexico.
- Corona's journey from its roots in 1920s Mexico to its status as a global phenomenon is a testament to the power of innovation, marketing, and cultural resonance in shaping global industries. Its 100th birthday in 2022 is a milestone that underscores its enduring impact.
