Last year, it sold 11.3 million gallons in the United States, compared to a paltry 200,000 gallons in 1982. Corona’s sales have rocketed 5,550% during its four-year presence in the United States. It is already the top-selling imported beer in Southern California and could be the top seller in the state within the next year. premiere in Orange County four years ago, Corona has given the rest of the importers fits. “Our researchers found that key users of premium imports were no longer just found in New York or Chicago but parts of California (such as) the San Francisco Bay Area and Orange County,” said William Knauer, president of Pafco Imports and its distribution arm, Impact Wines & Spirits Inc.īut so far, no one can catch Corona. In the past, most European importers concentrated on the East Coast. An ad campaign for the Belgian brew being imported by Pafco Imports of Newport Beach is expected to get off the ground next month.īecause Orange County has many free-spending young professionals, beer makers say it has emerged as one of the nation’s top spots not only to sell but also to introduce imports. One Belgian brewer, Stella Artois, has snubbed the East Coast and taken the unusual move of introducing its beer in Orange County. Some are trying to copy its style, while others have given up altogether and tried to refocus their beers toward new markets.Įven the Europeans are reacting to the success of Mexican imported beers in California by trying to nudge into the West Coast market. But consumers are so enthralled with the light-colored beer in the see-through bottle that it is causing Southland importers and distributors to rethink their entire marketing programs. Industry executives and analysts are baffled by the beer’s unprecedented rise. A six pack of Corona sells there for $5.30, Heineken for$5.29 Dos Equis for $4.56 and Budweiser for $3.18. store in Corona Del Mar, but one of the store’s best sellers. It is among the most expensive brands at Ornelas Beverage Co. Retail sales of Corona in the United States nearly tripled last year to $200 million from $70 million in 1984, according to Mike Mazzoni, executive vice president of Barton Beers.Ĭorona is meeting this success despite being one of the most costly beers on the market. Three years ago, Quality shipped 15,000 cases of Corona. “I don’t think anyone can account for the popularity of Corona,” said Paul Brethe, vice president of Quality Beer. distributors, Quality Beer Distributors, is located in Tustin. “It’s the hottest brand in imports today.”Īlthough Corona’s importer, Barton Beers Ltd., is headquartered in Chicago, one of its largest U.S. “Corona’s success is unprecedented,” said Ben Steinman, executive editor of Beer Market Insights, an industry newsletter based in West Nyack, N.Y. Moctezuma is best known for importing Dos Equis, while Wisdom’s best-selling imports are Tecate and Carta Blanca. and Moctezuma Imports Inc.-which have been shellshocked by the popularity of Corona. Orange County is the headquarters for two of the country’s largest Mexican beer importers-Wisdom Imports Inc.
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