Corona started local production on markets outside Mexico due to the need of its owner Anheuser-Busch InBev of satisfying high demand and solving supplies problems.
“The decision of producing Corona locally allows us to increase market availability and to provide a better service to our clients in terms of delivery time. In the third place, it offers more variety in terms of SKU and we also rationalize our logistics and, by doing so, we reduce our carbon footprint, something Corona consumers deeply care about,” said Carlos Brito, CEO of the multinational brewery.
Did you know Corona was Mexico’s most valuable brand?
After AB InBev purchased Grupo Modelo in 2013, all Mexican brands now belong to the Belgian-Brazilian corporate, which had already had an impact on the Mexican origin of the brand. Moving its production to China could further affect the brand’s identity.
AB InBev produces part of its global beers in different markets: Budweiser in China, Stella Artois in Brazil, and Bud Light in Mexico.
Brito said that “Corona has grown and it has been increasingly demanded by consumers all over the world, with fast growth, outside Mexico and it grew 21% this trimester.”
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“To begin Corona’s production in all the world, we have a Mexican master brewer that goes there and supervises. So we have the same elaboration process, the same raw materials and we continue with the same legacy of the brand.
“Corona’s growth is so big that we are starting to have problems in the supply chain and we think that it would be better for our consumers if we produce it locally,” he added.
Source: El Universal