Corona Sales Growth US - 1981 to 2007

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Corona Sales US - 1981 to 2007

Corona Extra sales peaked in 1987, decreased in late 80s an early 90s, then grew in fits and starts between the mid-90s and the present, with periods of stagnation alternating with periods of rapid growth. Data on Corona Light sales was very limited, but this product did grow dramatically from 1997 to 2005. Overall, publicly available data on Corona beer sales was not consistently available from any public, free, online source. I've pieced together what I could based on available data and several triangulations. You'll find a deep dive of my research and calculations below.

Corona Extra

Based on publicly available data, he earliest sales figures I could find or triangulate were for 1985; nothing earlier was readily available in public record, despite extensive searching. It's likely this information has not been published online.

For 1985 to 1989:
I found a sales figure of 22.5 million cases in 1987, from which I was able to estimate sales figure for the surrounding years.

In 1987, Corona Extra sales grew at a rate of 67%. Based on this, we can backtrack and estimate the sales for 1986:

22.5 million cases x (1/1.67) = 13.5 million cases

From 1985 to 1986, sales grew by 170%, so we can use the same method to backtrack to 1985:

13.5 million cases x (1/2.70) = 5 million cases

Moving forward from 1987, sales decreased by 7% through 1988:

22.5 million cases - (22.5 million cases * 0.07) = 20.9 million cases

They decreased again by 20% through 1989:

20.9 million cases - (20.9 million cases * 0.2) = 16.7 million cases

For 1990 to 1992, I found numbers in millions of gallons and converted that to cases:
1990: 27.7 million gallons / 2.25 gallons per case = 12.3 million cases
1991: 25.7 million gallons / 2.25 gallons per case = 11.4 million cases
1992: 25.6 million gallons / 2.25 gallons per case = 11.4 million cases

For 1993 to 1996 I was unable to find any data, despite extenisve searching. Nor was I able to find enough related data to perform an accurate triangulation.

For 1998 and 1999, I found a sales figure of 5.7 million hectoliters, which is 570 million liters. To convert liters to gallons, I multiplied liters by .264 gallons per liter, then converted the gallons to cases:

1999 - 570 million liters x .264 gallons per liter = 150 million gallons
150 million gallons / 2.25 gallons per case = 66.7 million cases

To determine the sales volume for 1998, the source gave a growth rate of 19.9% between 1998 and 1999:

1998 - 66.7 million cases * (1 / 1.199) = 55.6 million cases

Another source lists 1998’s sales as 55 million cases. This is very close to my triangualted figure above. This source also reports that 1998 was 40% more than 1997:

1997 - 55 million cases * (1 / 1.4) = 39.3 million cases

I was unable to find data for 2000 and 2001, despite extenisve searching. Nor was I able to find enough related data to perform an accurate triangulation.

For 2002 to 2007:

I triangulated the following figures for 2004 and 2005 based on available data:
2004: 7,100,000 barrels x 31 gallons/barrel / 2.25 gallons/case = 97.8 million cases
2005: 7,845,000 barrels * 31 gallons/barrel / 2.25 gallons/case = 108 million cases

I found growth rates of 2.3% in 2003 and 1.4% in 2004.
To backtrack from 2004 to 2003: 97.8 million cases x (1 / 1.014) = 96.4 million cases
From 2003 to 2002: 96.4 million cases * (1 / 1.023) = 94.2 million cases

So, to review, sales for Corona Extra were as follows:

1981: N/A
1982: N/A
1983: N/A
1984: N/A
1985: 5 million cases
1986: 13.5 million cases
1987: 22.5 million cases
1988: 20.9 million cases
1989: 16.7 million cases
1990: 12.3 million cases
1991: 11.4 million cases
1992: 11.4 million cases
1993: N/A
1994: N/A
1995: N/A
1996: N/A
1997: 39.3 million cases
1998: 55.6 million cases
1999: 66.7 million cases
2000: N/A
2001: N/A
2002: 94.2 million cases
2003: 96.4 million cases
2004: 97.8 million cases
2005: 108 million cases

Based on the overall trend in sales growth, we can guesstimate that the missing sales figures for 1993-1996 were in the range of 15 - 35 million cases. Similarly, we can guesstimate that the missing figures for 2000 and 2001 were in the range of 70 - 90 million cases.

Corona Light

Data on Corona Light was much more limited. I only found four years of data, despite extensive searching through industry and company reports, media coverage, and other sources. One thing to note is that Corona Light was not released until 1989, so data from 1981 to 1989 is nonexistant. Most sources that provide data on Corona Light do not differentiate its sales from those of Corona Extra.

2004: 630,000 barrels * 31 gallons/barrel / 2.25 gallons/case = 8.68 million cases
2005: 710,000 barrels * 31 gallons/barrel / 2.25 gallons/case = 9.78 million cases


Sales grew by 46% from 1997 to 1998, so we can use this to backtrack to 1997:

1997: 2.05 million cases * (1 / 1.46) = 1.4 million cases.

So, to review, sales of Corona Light were as follows:

1997: 1.4 million cases
1998: 2.05 million cases

2004: 8.68 million cases
2005: 9.78 million cases

conclusion

To wrap up, sales of Corona Extra grew from 5 million cases in 1985 to 108 million cases in 2005. Sales of Corona Light grew from 1.4 million cases in 1997 to 9.78 million cases in 2005.
Sources
Sources