Is Corona Getting Aggressive on Price?

Not getting volume lift.

Corona Extra’s sales decline last year – the first in 16 years – has been blamed in large part on big price increases.

But Corona is continuing to struggle even as it’s showing signs of aggressive pricing in supermarkets.

Corona’s volume share in supermarkets slipped by 0.2 points during the four weeks ended March 8, according to beer market analysis from Nielsen.

Relatively higher prices aren’t the issue, according to Nielsen’s beer sales statistics. The average weighted case price for Corona was up only 1.6 percent during the period.

Overall, weighted average prices for beer were up 3.1 percent -- nearly twice the increase of Corona. Indeed, Corona’s relatively weak pricing drove down its dollar share faster than its volume share.

Corona’s dollar share slipped by 0.4 points, according to Nielsen’s beer industry analysis

Heineken, the No. 2 import, saw pricing increase by 0.9 percent, according to Nielsen. Its volume and dollar share were flat.

The leading domestic light brands showed stronger pricing trends than the leading imports. During the period, Miller Lite was up 3 percent, Bud Light was up 2 percent and Coors Light was up 2.3 percent.