The synonymous crown affair

摘要

You ARE lounging on a faraway beach, with nothing to do but listen to the rolling waves. Dreary routines and confining walls are distant memories. A beautiful somebody relaxes at your side. If this sounds like an upgrade from life in lockdown, you know why the marketing for Corona beer is so successful. In the 1980s Grupo Modelo, its Mexican brewer, began exporting Corona to the United States, projecting animageof "fun, sunand beach". Unlike other beers, which merely invited drinkers to unwind, Corona offered escape. Save for Huawei, a Chinese tele-coms mammoth, Corona is the most valuable global brand that is not from the rich world, according to Interbrand, a consultancy. Or it was: 2020 has been a tough year.