Buy Corona Beer REPACK
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Once a relatively unknown brand, Corona, with the help of surfers who became fans of the beer during trips to Mexico, gained a steady following of fans in the U.S. and around the globe. Corona is now the number one selling import beer in 38 countries around the world.
Yet 14% of the Corona drinkers admitted they would not order the brand in a public place, found the survey, conducted by 5W Public Relations. Sixteen percent of the beer drinkers surveyed by 5W were confused about whether Corona beer is related to the coronavirus, according to the publicity agency.
"While the brand has claimed that consumers understand there's no linkage between the virus and the beer company, this is a disaster for the Corona brand. After all, what brand wants to be linked to a virus which is killing people worldwide?" Ronn Torossian, CEO of 5WPR, stated in a news release.
Corona owner Constellation Brands told CBS MoneyWatch in late January that the company isn't overly concerned about people confusing its beer with the coronavirus. "We believe that consumers, by and large, understand there's no linkage between the virus and our beer/business," a spokesperson emailed CBS MoneyWatch at the time.
Misinformation about the beer was fueled by a survey that claimed some beer drinkers stopped buying Corona beer because of COVID-19, the disease caused by the new coronavirus. The survey about the Mexican-based lager was released Feb. 27 by 5W Public Relations and picked up by several news outlets.
The two names do share the common Latin root corona, which refers to a halo or crown. The beer reportedly derives its name and logo from the crown that adorns the Cathedral of Our Lady of Guadalupe in the town of Puerto Vallarta, Mexico. The name of the disease refers to the crown-like spikes seen through a microscope on the surface of the virus.
The classic saying that all publicity is good publicity seems to have held true for the Corona beer brand, which weathered a worldwide pandemic despite an unfortunate name similarity with the infectious disease that caused it.
A group of researchers from the University of Kentucky, the University of Wisconsin-Madison and Ohio State University actually set out to study how consumers reacted to the beer brand after its name became inadvertently associated with the coronavirus.
Morning Consult Brand Intelligence, which tracks the public perception of thousands of brands, can give us an idea of what consumers 21 years and older thought of the Corona beer brand during the pandemic.
With people forced to stay indoors because of stay-at-home orders, some adults said they started drinking alcoholic beverages more often, according to a 2020 Morning Consult poll. Between February 2020 and February 2021, off-premise sales of spirits rose 29%; wine by 21%; and beer, flavored malt beverages and cider by 16%, according to data provided by Nielsen Answers.
YouGov polled U.S. adults to find the negative or positive comments circulating around the popular beer and indicated the results using a "buzz score." At the beginning of January, Corona beer had a high "buzz score" of 75. That has dipped down to 51 by late February, even though there is no connection between Corona beers and the coronavirus.
"Corona sales continue to be strong," Bowman wrote in an email Thursday. "There's misinformation being shared that doesn't match consumer behavior. By and large, our consumers understand there's no linkage between the virus and our beer business."
The YouGov poll results may have been influenced by Google search algorithms. Business Insider wrote Google trends showed "from January 18 to January 26, searches for 'corona beer virus' jumped 2,300% globally."
"While the numbers are striking, it is important to note that Google's search engine is programmed to automatically suggest searches based on popular terms," Business Insider stated. "The boom in searches for corona beer and the virus could therefore be self-reinforcing."
The first COVID-19 case was detected in Wuhan, China in December. Since then, the coronavirus has now infected over 81,000 people in 38 countries. Approximately 78,000 of those confirmed cases are in China and 2,600 of those people infected have died, while 2,900 cases have been confirmed elsewhere and have resulted in 44 deaths. There are 53 confirmed cases in the United States.
In response to the coronavirus, the CDC recommends the public take measures they normally would do during the flu season--including "getting a flu vaccine, taking everyday preventive actions to help stop the spread of germs, and taking flu antivirals if prescribed."
In February 2020, as fears of a world-wide COVID-19 pandemic caused by a new coronavirus from China spread across the globe, many Western news outlets began running stories suggesting that consumers were shunning the popular Mexican brand of beer called Corona due to their mistakenly connecting it with the coronavirus.
Take, for example, the following article, whose headline and subhead misleadingly implied that the Corona brand had experienced a steep drop-off in sales because potential buyers were being scared off by its putative link to the coronavirus:
However, what the text of the article actually reported was not that consumers had suddenly become "afraid" of Corona beer, but that multiple brands of beer (not just Corona) were experiencing relative sales slumps in China because the spread of the coronavirus had generally dampened public activities there, at a time of year (i.e., during Chinese New Year celebrations) when sales were typically high:
But the trope that "people are so dumb they're shunning Corona beer because they think it's connected to the coronavirus" was too tempting for many news outlets to eschew, even though little or no evidence backed it up. Many of them based their articles on a survey that supposedly documented that "38% of Beer-Drinking Americans Wouldn't Buy Corona Now," again suggesting people were being scared off the brand due to mistaken associations between the name of the brand and a virus.
However, that poll was conducted and published by the 5W public relations firm, and it did not find what many news reports gleefully claimed it did. The PR piece stated that a phone survey of 737 American beer drinkers had determined that "38% of Americans would not buy Corona under any circumstances now," and by offering that statistic in conjunction with other information about the coronavirus, the piece again misleadingly suggested that consumers were being frightened away from Corona beer merely because of its name. But it didn't provide readers with the questions that the poll's subjects were asked, nor did it offer any context explaining why respondents answered the way they did. Or, as The Atlantic noted of the issue:
Reuters similarly reported Constellation Brands as declaring that "all units supporting its beer business are seeing positive sales trends for the brand thus far in 2020 despite claims about the impact of the coronavirus on its business."
Nonetheless, the trope that "people are dumb enough to believe you can get the coronavirus by drinking Corona beer" caught on with the press because, as legends often do, it validated something many readers were willing to believe, according to the Atlantic:
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Corona is a brand of beer produced by Mexican brewery CervecerÃa Modelo and owned by Belgian company AB InBev. It is the top-selling brand of imported beer in the United States.[2] It is often served with a wedge of lime or lemon in the neck of the bottle to add tartness and flavor.[3] The recipe for the mash bill includes corn as well as the barley malt and hops traditionally used for making beer. 041b061a72