🍺La Increíble Historia De La Cerveza Corona (grupo modelo)

History of Corona Beer: A Mexican Icon

The Origins of Corona

• The narrative begins with the assertion that Corona beer is considered one of Mexico's best exports, alongside cultural icons like Cantinflas and mariachi music.

• It highlights how a group of Spanish immigrants initiated the construction of a significant brewery during the tumultuous times of the Mexican Revolution.

Establishment and Early Years

• The Modelo Brewery project commenced in 1922 amidst ongoing revolutionary violence; it was founded by 25 Spanish immigrants led by Braulio Iriarte and Martín Oyhamburú.

• Braulio Iriarte arrived from Elizondo, Navarra, seeking opportunities in wheat milling and bread production, while Martín Oyhamburú had already established himself as a businessman in various sectors.

Growth and Branding

• By 1925, the brewery began operations under Iriarte’s presidency, launching its first beer named "Modelo," followed by the iconic "Corona."

• The name "Corona" is said to symbolize becoming a king when enjoying this beer; its label features yellow and navy blue colors representing the sun.

Expansion and Leadership Changes

• In 1930, "Negra Modelo" was introduced; after Iriarte's death in 1932, leadership transitioned to Martín Oyhamburú and Pablo Díaz Fernández.

• Pablo Díaz became a pivotal figure from 1932 to 1971, known for his humane business practices and contributions to employee welfare.

Marketing Strategies

• Celebrating its tenth anniversary in 1935, Grupo Modelo launched "Moravia," an extra-light beer. They also expanded through acquiring other breweries.

• During economic challenges from the Great Depression, they employed distributors across Mexico to boost sales significantly.

Social Impact and Legacy

• Pablo Díaz earned respect as a generous leader who improved working conditions; he contributed significantly to social causes before receiving Mexico's highest honor in 1969.

• In marketing during the 1930s, Corona positioned itself as a refined beverage against traditional drinks like pulque and tequila through innovative advertising campaigns.

The Rise of Cerveza Corona: A Historical Overview

Early Success and Marketing Strategies

• "Bella Española," the radionovela, was a significant success for both audience engagement and the Corona brand, leading to adaptations in theater and film by 1951.

• In 1943, the advertising slogan "20 million Mexicans can't be wrong" highlighted the national preference for Corona beer amidst a population of 22.6 million in Mexico.

• The introduction of television in Mexico during the 1950s provided a powerful platform for marketing, particularly through sports-related advertisements that resonated with Mexican audiences.

Product Innovations and Expansion

• In the 1960s, Grupo Modelo introduced family-sized bottles marketed as a home beverage to attract housewives to beer consumption.

• By 1967, Grupo Modelo pioneered microbiological control systems for bottled draft beer production, enhancing quality perception among consumers.

Growth and International Expansion

• Throughout the late 20th century (1960s to 1990s), Grupo Modelo expanded its production capabilities significantly, culminating in Zacatecas becoming the world's largest brewery by 1997.

• The company began targeting U.S. markets in the 1970s, focusing on states with high Mexican immigrant populations like California and Texas.

Challenges in Market Penetration

• Despite initial challenges such as trademark disputes over the name "Corona" in Puerto Rico, Grupo Modelo successfully established its brand rights by acquiring local trademarks by 1979.

• In Spain during the early '80s, competition from Bodegas Torres' wine label named "Corona" delayed market entry until an agreement was reached in 2014.

Consolidation and Major Acquisitions

• By the late '80s, demand for Corona Extra surged so much that black markets emerged due to supply shortages across major U.S. cities.

• In response to growing trends towards low-alcohol beers, Grupo Modelo launched Corona Light in 1989 to capture this lucrative segment of consumers.

Corporate Changes and Globalization

• By early 2000's statistics indicated that two-thirds of beers consumed in Mexico were produced by Grupo Modelo; they controlled a significant share of exports at around 81%.

• In a landmark deal in 2012, multinational company Anheuser-Busch acquired a substantial stake (49%) in Grupo Modelo for $20.1 billion—marking one of Mexico's largest corporate transactions ever.

This structured overview captures key moments from Cerveza Corona's history while providing timestamps for easy reference back to specific parts of the transcript.

Impact of AB InBev's Acquisition of SABMiller

Organizational Changes and Market Impact

• The acquisition of SABMiller by AB InBev led to significant operational and organizational restructuring, establishing the largest global brewing giant.

• Following the merger, AB InBev's shares began trading on the Mexican stock exchange, with Mauricio Leyva appointed as the new CEO of Grupo Modelo for Mexico and Central America.

• At the time of the merger, AB InBev controlled 50.4% of the Mexican beer market through Grupo Modelo, while Heineken held 44.4%, leaving SABMiller with only a 0.4% share.

Unique Branding and Packaging

• Corona Extra is recognized not just as a beer but as a symbol of a refined lifestyle; its clear bottle showcases its light golden color.

• Unlike many beers packaged in dark bottles to protect from sunlight, Corona maintains its transparent packaging due to consumer preference for its distinctive identity.

• Grupo Modelo initially considered switching to brown bottles but reverted back after negative public feedback regarding this change.

Ingredients and Brewing Process

• Originally brewed with malted barley from Germany and the U.S., Corona also includes high-quality hops for flavoring; it now contains corn or rice along with yeast and stabilizers.

• The unique recipe that gives Corona Extra its distinct taste is closely guarded by Grupo Modelo, contributing significantly to its popularity among beer enthusiasts globally.

Interstellar Marketing Initiative

• In an innovative marketing move, Grupo Modelo sent Corona's recipe into space in 2017 via radio signals aimed at potential extraterrestrial life on planet LHS 1140 b.

• The transmission was encoded in binary code and musical notes, designed for intelligent beings who might decode it over nearly 40 years.

Cultural Traditions Surrounding Consumption

• The tradition of adding a lime wedge to Corona has various origins; one popular story links it to a cantina founded in 1892 in Ensenada, Baja California.

• Another theory suggests that surfers initiated this practice on Mexican beaches before it spread to American shores; today, it's part of Corona's cultural identity.

Conclusion: A Legacy Built Over Time

• Over nearly a century, Corona has evolved into one of the most recognized quality beers worldwide—a testament to years of dedication and effort behind its brand development.