Imagine a beach with lots of palm trees, sand, loud music, and a beer in hand. Which beer would that be? But of course, for the most, that beer would be Corona. Α trip to Latin America and Mexico, this time, to see the history of the famous beer, which is the best-selling beer in the world. The number one drinking beer in the United States of America, the number one drinking beer worldwide. The most featured in movies, the most featured on every beach around the world.
Mexico is known for its tequila, although for me the starting point for our acquaintance was the 1994 FIFA World Cup with the iconic performances of goalkeeper Jorge Campos and striker Hugo Sanchez. Growing up later I met Corona. A beer that, from the 90’s onwards, we meet everywhere, in more and more countries. However, I saw the homonymous beer produced by the brewery in Mexico many years later. For the first time, a brewery is overshadowed by a brand.
In the text that follows Corona will monopolize our interest in relation to the brewery. After all, Grupo Modelo might not be what it is today if it hadn’t fermented the first Corona and it hadn’t become, after Grupo Modelo’s choices, a worldwide recognizable beer brand.
Although Mexico is far from Europe, Grupo Modelo’s beers have a reference point in the German-speaking regions. The recipes are based on German and Austrian recipes since immigrants from these regions of Europe found themselves in Central and South America at the beginning of the 20th century. Many of them crossed the border from the US into Mexico during Prohibition, greatly boosting the country’s beer industry. At that time pulque was the most popular drink in Mexico, but this gradually changed after efforts by brewers, who focused on the stable production of beer and its health benefits compared to pulque.
In 1925 Grupo Modelo produced the first Corona, which is considered an anniversary beer. As experts, they wondered about the colour of the bottle and whether it should be changed to a darker one since the clear one allowed sunlight to affect their brew. They concluded that they would not change it and as it turned out, it was a very successful choice –with the excuse that if you use the highest quality ingredients, you don’t need to hide anything– which, among other options, boosted their sales and led to the creation of a norm that wanted the “summer beers” to be bottled in a transparent bottle. The choice to separate the label in two made it even more recognizable to the consumers since everyone now recognizes the white with the blue, which in the centre bears the yellow crown and the gap in which the blonde beer can be distinguished. The crown’s inspiration comes from the Cathedral of Our Lady of Guadalupe in the city of Puerto Vallarta.
Corona’s successes have outshone the brewery’s reputation, which isn’t necessarily a bad thing, however in this case we have a beer that is watery, with less body, malty elements, soft hop notes and more carbonation. Close, but not quite what it should be for a German Pils, yet it achieved what its producers wanted, to be loved across the country and later around the world. Another success of the beer is that it managed to remind people through advertisements of the combination of beach and tropical environment simply by showing seas, palm trees or even a wedge of lime. We all have Corona in our minds and at its bottle top a wedge of lime, which most people push into the bottle. In Mexico, however, it is not used this way, so don’t be surprised if they serve it without lime. The lime is said to protect the beer from flies and then is removed. It’s more of a tourist attraction than anything useful.
Corona is one of the top-selling labels in the world, exporting to more than 120 countries. In 1989 the Corona Light was produced. At the beginning of the 1990’s, it arrived in Greece and since then it has been identified with the Greek summer. In 2013, Grupo Modelo was acquired by the multinational colossal AB-InBev and, in addition to Corona, also produces Modelo Especial, Modelo Negra, Estrella Jalisco and León, among others, while in the country it distributes Stella Artois, Hoegaarden and in collaboration with Nestle the Perrier and S. Pellegrino.
Corona Extra
Blonde with intense carbonation, malty character with a soft hop sensation, short aftertaste, slightly dry. For summertime enjoyment.
Style: Pale Lager| Alcohol: 4,5% abv | Serving Temperature: 4-6οC | Bottle: 330ml | Glass: Pint/Mug
Grupo Mondelo Address: C. 2 282, Sin Nombre de Col 6, 97306 Mérida, Yuc., Mexico Url: www.grupomodelo.com Founded: 1925 Facebook
First publication: Beer & Bar Magazine, Issue 19 (buy issue)
