So there we have it, one way Constellation brands could take control of the narrative is by conducting their own survey and releasing the numbers. Not to mention, how are we defining “beer drinker”? Are we talking about drinking a beer at least once in your life, or are we talking about craft connoisseurs? Unfortunately, we don’t have that information, and since the PR firm who released the survey isn’t actually associated with the brand, it’s highly unlikely that they invested too much of their time actually conducting it. This could have very well been nothing more than a simple poll on social media. The only info we have is, “38% of beer drinking Americans”, and that it was based on a poll involving 737 “beer drinkers”. The survey was conducted by a PR firm, and there’s no telling how they came to those numbers.
Here’s the thing - the independent survey responsible for the claims was unscientific at best.
What’s worse, the only response to the claims, has been in the form of a statement from the company’s CEO aimed at reassuring folks that they are ill-informed. So far, the claim that consumers are distancing themselves have all come from third parties, who are not associated with Constellation Brands. Despite what may, or may not be going on behind closed doors at Constellation Brands, the situation presents the unique opportunity for a good ol’ fashioned brand study.Ī few suggestions for how the brand might navigate the unfortunate turn of events:Ĭonduct your own survey to change the narrative Is it possible that Newlands’ statement about not being affected is meant to keep shareholders at bay and calm any consumer concerns? One thing is for sure - the timing is absolutely awful. According to CNN, the company has shelled out roughly $40 million in preparation for the launch. To add insult to injury, Constellation Brands has been gearing up to launch its new Corona brand sister product, a hard seltzer meant to compete with market leaders like White Claw and Truly. However, we’ve all seen the stats floating around on the internet claiming, “38% of Americans wouldn't buy Corona ‘under any circumstances’ due to the outbreak, and another 14% said they wouldn't order a Corona in public.” According to the independent poll conducted and released by 5WPR, the survey encompasses polling from 737 beer drinkers in the United States. That being said, from a branding and public image point of view, the strikingly similar names could cause some unfortunate associations for the beer brand.īill Newlands, the CEO of Constellation Brands, has held strong to claimsthat the beer brand is doing just fine, and that any information suggesting otherwise, is just another case of “unfortunate misinformation” during these tough times.
#Corona beer poll full
What impact will the novel Coronavirus have on the Corona beer brand? Will the well-known beer need to undergo a full rebrand, or will consumers have enough be able to mindfully discern between the two? To be clear, NO, Corona beer does not have anything to do with, nor is it in any way related to the Coronavirus.
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