Globally, the beer industry intertwines closely with sports, forming a culturally significant 'Holy Trinity' alongside masculinity. Leading alcoholic beverage brands invest heavily in sports sponsorships, with Heineken allocating $118.3m yearly to sports sponsorships, while Bud Light boasts a $230m NFL sponsorship.
Corona India faced challenges of limited visibility in the entrenched beer-sports culture due to its category-deviant positioning of 'relaxation' and 'unwinding' in the outdoors, making it a seasonal indulgence rather than an everyday consumption choice.
Corona India navigated the Indian alcohol market with a tight budget, devoid of grand marketing events, celebrity endorsements, or high-profile campaigns, unlike other beer brands, which further limited its visibility.
#corona-india #alcohol-market-challenges #marketing-strategies #sports-sponsorships #budget-limitations
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