No other beer brand better represents the idea of relaxing in an exotic paradise and the philosophy of living a carefree life.
Mexico, summer, picturesque sunsets, white sand and tropical beaches are the associations it has managed to build in the minds of consumers over the years. Corona’s brand strategy revolves around the idea of “the beach state of mind”. It has been particularly effective in delivering its message in the US, where it is the bestselling imported beer (before Heineken and Modelo). Even though the brand is managed by two different entities, it has the same positioning globally with only some regional differences in execution.Ĭorona positions itself in a simple, single-minded way and is highly consistent in executing its brand strategy. Currently it has two owners: Constellation Brands in the US and Anheuser-Busch InBev (which bought Grupo Modelo in 2013) everywhere else. And this was adding to an already high level of stress they consider to have on their shoulders, compared to the previous generation.” Corona – The beach state of mindĬorona was launched in 1925 in Mexico by Cervecería Modelo (now Grupo Modelo). Gianluca Di Tondo (former Senior Brand Director at Heineken) explained: “It’s asking them to cross their own border. The second reason for Heineken discarding its famous tagline is based on the findings of market research, which indicated that “Open your world” was perceived as being too forceful, pressurizing consumers “to do something”. Firstly, Heineken wanted to simplify the brand message to ensure that it would be understood consistently across the globe. In 2018, Heineken announced that it was dropping the “Open your world” tagline for two key reasons. It is believed that this change was a result of the growing popularity of craft beers, which mainly communicate through their product benefits. The brand started putting a stronger emphasis on its product and the stories around it. In 2016, there was a noticeable shift in Heineken’s messaging, even though the tagline didn’t change and the brand’s character, as well as its tone of voice, remained the same.
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Although Heineken’s brand positioning has remained the same for many years, its communication strategy has undergone several major changes in the last decade.īetween 20, Heineken used a well-known communication platform, “Open your world”, highlighting an attractive image of a Heineken consumer – an admirable, charming, refined, cosmopolitan, resourceful and adventurous individual who knows how to behave in every situation. Heineken positions itself as the world’s most international premium beer, “enjoyed in 192 countries”, and has built the image of a confident and aspirational brand standing for openness, creativity and innovative thinking (“a progressive and innovative leader”). Heineken – The world’s most international premium beer We have previously written about the most valuable brands in the categories of luxury fashion, media, payments and B2B as well as about the most valuable brands overall. If you want to read the complete brand strategy case studies of these three brands (and many more including Bud Light, Carlsberg, Coors Light, Stella Artois, BrewDog, Guinness and others), join BrandStruck today. Budweiser, at number 32, is still the category winner. It jumped from number 93 in 2017 to number 79, and has overtaken Heineken (number 88) to become the second most valuable beer brand. All three have noted improvement in brand value, but Corona’s growth has been much more spectacular. According to it, Budweiser was the most valuable beer brand, Heineken was second and Corona third.Īlthough these are still the only beer brands to have made it onto the Interbrand Best Global Brands 2019 ranking, the order has changed slightly.
At that time, the 2017 Interbrand Best Global Brands ranking was the most recent version. In May 2018, we wrote the original post about the three most valuable beer brands. Yet, for some reason not many alcohol brands are present in the annual rankings of the most valuable brands. Their understanding of consumers’ needs and their finesse in applying that knowledge to branding and marketing is unparalleled. No other category has mastered the art and science of brand strategy like alcohol brands.
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