The phrase “38% of Americans” was trending on Twitter following a survey showing that proportion of beer drinkers “would not buy Corona under any circumstances now.” Ronn Torossian, founder and CEO of public relations firm 5W, which polled 737 US beer drinkers, said there “no question that Corona beer is suffering because of the Coronavirus.”
“While the brand has claimed that consumers understand there's no linkage between the COVID-19 virus and the beer company, this is a disaster for the Corona brand,” Torossian said in a statement. “After all, what brand wants to be linked to a virus which is killing people worldwide?”
The survey results were supported by a report from market analysis firm YouGov that pointed to an uptick in internet searches for phrases like “Corona beer virus” that was weighing on brand reputation.
The Mexican-heritage beverage, owned by Constellation Brands, has not helped its cause with an awkwardly-phrased advertising campaign to plug new hard seltzer offerings in the United States.
The beverages, available in four “delicious” flavours, will be “coming ashore soon,” according to the spot posted to Twitter that had received 7.3 million views on the Corona USA page.
“Given what's hitting the news right now, this seems in remarkably poor taste,” one critic posted. “Pretty sure Corona has always had remarkably poor taste,” another replied. The tweet has since been removed.
Constellation did not immediately respond to a request for comment.
Not just in the US, even in India, Corona beer has been victim of clever memes and pithy jokes. This Twitter user points out India's dilemma with the Mexican beer brand:
This next tweet is comment on Twitter's 'trending' phenomenon as well as the Corona beer-Coronavirus debacle:
Brand favourability for Corona dropped from 75 percent in early January 2020 to 51 in late February 2020, according to daily consumer surveys taken by YouGov.
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