Corona losing its golden glow; With rivals multiplying, No. 1 import sees first sales decline in 16 years.(News)

From: Advertising Age | Date: March 24, 2008| Author: | Copyright information

Byline: JEREMY MULLMAN

Corona has long been miles away from the ordinary-and the competition. But for the first time in 16 years, the seemingly unstoppable Mexican import is seeing sales decline. And while the brand's executives chalked up the erosion to a price increase, analysts and the ever-expanding list of challengers storming Corona's beaches aren't so sure. Wall Street analysts and some of the brand's rivals point to a frothing head of new or reinvigorated brands that appeal to traditional Mexican import drinkers-including Dos Equis, Miller Chill, the forthcoming Bud ...

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