| Category | |
|---|---|
| Awareness | 91.0% |
| Popularity | 39.0% |
| Consumption | 36.0% |
| Loyalty | 27.0% |
| Buzz | 30.0% |
Beer brands
Corona brand profile in the U.S.
With a brand awareness of 91 percent among U.S. beer drinkers, Corona is one of the most well-known beer brands in the United States. Across different age groups, the consumption of Corona beer is most prevalent among Gen Z.
Brand KPI Profile
Americans know their (Mexican) beer
It’s simple. Americans know Corona and they consume it (the Beer, not the virus). As shown by our awareness KPI, 91 percent of U.S. consumers who drink beer recognize the brand. It is consumed by over 30 percent of beer drinkers in the United States. Over the past 3 months, Corona had been noticed on social media and other forms of advertising by around 30 percent of beer consumers in the United States.
Generations
Gen Z loves finding a beach with Corona
Looking at the side-by-side comparison of Corona brand KPIs across generations shows us two distinct pictures of Corona consumers in the United States. First, the brand has a slightly higher brand awareness among the older generations, namely Generation X (94 %) and Baby Boomers (100 %). And second, it’s Gen Z who consume Corona the most, with a consumption share of 39 percent among U.S. beer drinkers.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 91.0% | 87.0% | 90.0% | 94.0% | 100.0% |
| Popularity | 39.0% | 36.0% | 41.0% | 40.0% | 30.0% |
| Consumption | 36.0% | 39.0% | 38.0% | 33.0% | 25.0% |
| Loyalty | 27.0% | 26.0% | 30.0% | 26.0% | 21.0% |
| Buzz | 30.0% | 33.0% | 31.0% | 28.0% | 24.0% |
Life values
Corona drinkers value a happy relationship
An honest and respectable life, being successful, and a happy relationship are the three most important life aspects for Corona customers in the United States. Almost the same goes for non-Corona drinkers, apart from the importance of success. Consumers are slightly more focused on success compared to non-consumers. Generally, the two groups don't differ that much in what's important to them in life.
Published September 12, 2024
| Category | Total | Corona Extra consumer | Non-consumer |
|---|---|---|---|
| An honest and respectable life | 49.0% | 47.0% | 49.0% |
| A happy relationship | 46.0% | 42.0% | 47.0% |
| To be successful | 38.0% | 44.0% | 36.0% |
| Safety and security | 38.0% | 36.0% | 39.0% |
| Making my own decisions | 32.0% | 31.0% | 32.0% |
| Having a good time | 29.0% | 29.0% | 30.0% |
| Learning new things | 26.0% | 27.0% | 26.0% |
| Traditions | 16.0% | 15.0% | 16.0% |
| Advancing my career | 14.0% | 17.0% | 13.0% |
| Social justice | 13.0% | 12.0% | 13.0% |
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