Did you even for once think that the coronavirus outbreak is related to Corona beer? Many did.
Has Coronavirus outbreak destroyed the beer brand Corona? Google trends have shown a massive spike in searches for ‘beer virus’ and ‘corona beer virus’. Keyword SEO specialist company SEMrush found three absolutely new terms in the trending searches on google — ‘corona beer virus’ was used in search 49,500 times; ‘coronavirus beer’ was used 22,200 times; and ‘beer coronavirus’ was used 390 times.
As a result on March 23, 2020, Mexican Govt. announced that it won’t approve of a massive — only two-third built Corona beer brewery costing $1.5 billion. The mexican residents have rejected the same in a referendum and 76% of the residents voted against. Will the beer brand demand for compensation from the Mexiacn Govt. — nothing is clear yet but the beer brand Corona stand destored amid this coronvairus outbreak.
The sales of corona beer had fallen due to confusion with the name of the virus — corona-virus. Various reports say that more than 50% Americans have already stopped buying Corona beer already. In another survey conducted by 5W Public Relations — 38% beer drinking Americans would never buy Corona in any given circumstances.
PR Disaster
Coronavirus outbreak has been a PR disaster for the big beer brand Corona and last month CNN’s viral tweet further destoryed the image:
38% of Americans wouldn't buy Corona beer "under any circumstances" because of the coronavirus, according to a recent survey.
— CNN (@CNN) February 28, 2020
Just to be abundantly clear: There is no link between the virus and the beer. https://t.co/D8fL89Oe0E
Has Coronavirus Outbreak — Destroyed The Beer Brand CORONA?
Constellation Brands — the company that owns beer brand Corona had released a statement in reponse to the rumours linking Corona with coronavirus outbreak and that Corona is destroyed, it said:
CONSTELLATION BRANDS BEER BUSINESS CONTINUES STRONG PERFORMANCE DESPITE UNFOUNDED CLAIMS ABOUT THE IMPACT OF COVID-19 VIRUS ON ITS BUSINESS
Constellation Brands, Inc. had to provide a response including fact-based consumer trends to address unfounded concerns about the impact of the COVID-19 virus on its business and consumer sentiment related to the company’s Corona beer brand.
In an offical PR statement the company claims that sales are actually up 5 percent in the U.S. over the latest four-week period, nearly doubling the 52-week trend for the brand….
Corona beer CEO Bill Newlands made an emotional statement and quoted:
Our thoughts and prayers go out to those affected by this terrible virus and we hope efforts to more fully contain it gain traction soon…
He further added:
“It’s extremely unfortunate that recent misinformation about the impact of this virus on our business has been circulating in traditional and social media without further investigation or validation. These claims simply do not reflect our business performance and consumer sentiment, which includes feedback from our distributor and retailer partners across the country. We’ve seen no impact to our people, facilities or operations and our business continues to perform very well.”
However much Corona and its PR company tries with their emotional ploy — the reality is coronavirus outbreak has destroyed and dented the brand image. People across the world may dump the word ‘Corona‘ forever.
Thereofore the company and its CEO Bill Newlands do have a huge task at hand to survive the coronavirus pandemic attack on the brand. Maggie Bowman, senior director of communications for the beer division of Corona parent Constellation Brands, said:
Despite the misinformation circulating, consumer sentiment and sales remain strong. Consumers understand there’s no linkage between the virus and our business.
Contrary, those who are regular drinkers of Corona — have already changed the beer brand and moved away. In a survey conducted by 5W: 14 % people said — they would not order Corona in an a pubic venue and 16% of beer drinking Americans were confused, if Corona is linked to Coronavirus.
Ronn Torossian, CEO 5W in response to Corona’s official statement commented:
Could You Imagine ordering in a bar; saying — Hey, can I have Corona? or pass me a Corona?
The answer is NO. No doubt Coronavirus outbreak has destroyed the beer brand Corona for now and its sales numbers have hit the rock bottom.
These are difficult times in business and specially in this case — the name ‘Corona’ turned out to be a disaster. It could be too late for them to do the damage control. Marketing experts are suggesting — the game could be over for Corona?
We ‘ll have to wait and watch — if the brand can reverse the damage and still manage to sell.
What do you think? Has the coronavirus outbreak influenced the buying behaviour of people — when it comes to the beer brand Corona? Please do share your thoughts in the comment section below.
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