The History of Corona Beer from Mexican Brewer to US Market Leader

The story of Corona beer begins in Mexico in 1922. By this time, businessman Pablo Iriarte had already opened two mills and a yeast factory. Seeking new opportunities, he joined forces with a group of Spanish immigrants to enter the growing brewing industry. 

Together, they inaugurated the Grupo Modelo factory and officially presented their first two brands, Modelo and Corona, in 1925. Corona quickly became the flagship product of the entire manufacturing group. The company made a distinctive choice for the era by packaging the beverage in a clear glass bottle rather than traditional dark glass. 

This transparent packaging helped the brand stand out immediately on store shelves. In the 1930s, the company relied heavily on radio ads to build popularity across Mexico. They sponsored a highly popular radio soap opera titled “¡Ahí viene Martín Corona!” which starred the famous Mexican actor and singer Pedro Infante. This strategic media placement firmly cemented the brand in Mexico’s daily culture.

Crossing the Border

The brand grew steadily in Mexico for decades before beginning its international expansion in the 1970s. The brand entered the United States market gradually and organically. American tourists visiting sunny Mexican vacation destinations like Acapulco and Puerto Vallarta developed a taste for the local beverage. 

When they returned home, these vacationers wanted to keep drinking the specific product they enjoyed while relaxing on the beach. This demand prompted the initial expansion into the southern and southwestern United States. In 1979, the beverage officially entered the broader U.S. market, marking the beginning of a commercial story that has lasted over 40 years. After its launch, the brand quickly became linked to the typical American lifestyle of beach trips and backyard barbecues.

Adapting to Shifting Consumer Demands

As the product gained traction, the company had to adjust to changing market trends. During the late 1980s, consumer preferences in the United States began to shift significantly. People began asking for a more calorie-conscious product without sacrificing the familiar flavor they had come to expect. In response, they introduced Corona Light to American customers in 1989. 

This timely addition helped secure their position in the highly competitive imported beverage market. The company captured significantly more market share in the United States throughout the decade and soon began organizing expansions into South America and Europe.

How Corona Went Global

Expanding a brand globally often brings a few unique legal and cultural challenges. When the company tried to enter the Spanish consumer market, it learned it was legally prohibited from using its original name. A Catalan winery named Torres had already registered the trademark for the word Corona. So the Mexican company had to sell their product under the name Coronita for the Spanish market.

Another highly unusual situation occurred in professional sports. In 2010, a young soccer player named Jesús Manuel Corona made his official debut for Monterrey in Mexico. He had great talent and quickly became a star player. However, Monterrey was heavily sponsored by Cuauhtémoc Moctezuma, a direct rival brewing company. 

The primary sponsor often displayed its own beverage brands on the back of the team jerseys. A prominent player whose last name matched a major competing brand was seen as a significant problem. To resolve this awkward issue, the team printed only his first name and the initial of his last name on his official uniform. The player also received a new nickname from fans and the media. People started calling him “Tecate” or “Tecatito,” inspired by one of the main sponsor’s beverage products.

Corporate Acquisitions and Modern Success

The brand’s massive financial success eventually attracted global corporate giants. In 2012, brewing holding company AB InBev bought a 50 percent stake in Grupo Modelo. The total purchase price was a staggering US$20.1 billion. AB InBev already owned the other half of the Mexican company due to a previous corporate merger between InBev and Anheuser-Busch. 

This massive financial deal required intense, prolonged negotiations with several prominent families who controlled the company at the time. One of the main financial beneficiaries of this monumental sale was María Asunción Aramburuzabala. She is the direct granddaughter of Félix Aramburuzabala, a key executive in the company’s early days. Today, she holds a non-executive seat on the AB InBev corporate board and is ranked among the five richest people in Mexico. Her personal fortune is reported to exceed US$6.2 billion.

Today, more than 40 years after crossing the border, the brand proudly celebrates its Mexican heritage while remaining a major commercial success story in the United States and around the world.