The Contagious Taste of Corona Beer

Abstract: The Covid-19 virus started spreading over the world in the beginning of 2020. WHO soon thereafter declared the virus as a pandemic and due to the crown-looking shape of the virus it was soon to be called the Coronavirus, Corona as it translates into crown in latin. Not a big thing for most people, but if you happen to be one of the biggest beer companies in the world and from one day to another suddenly share your brand´s name with a global pandemic, it might be of greater interest. At the same time the Corona beer owners (Constellation Brands) are planning a launch of a new product, Corona Hard Seltzers. This situation leads to the questions: What alternatives are the managers of Constellations Brands left with, how should they act? Short term and long term? And how should Bill Newlands and his team at Constellation Brands act regarding the launch of Corona Hard Seltzers?