Corona by Ellis M. Goodman (2003, Hardcover)

Corona has done what many other beers have failed to do–break away from the pack in an incredibly competitive industry. Corona is a fascinating business Cinderella success story of how the "working man’s brew" of Mexico went from no presence in the United States twenty years ago to its current status as the leading imported beer in the U.S. Author Ellis Goodman–former chairman and CEO of Barton Beers Limited, the importer largely responsible for the astounding growth of Corona–offers a unique perspective on the business challenges this brand faced, including marketing, brand insights, competitive trade practices, and business dealings with Mexico. This firsthand account of the U.S. beverage alcohol industry and how Corona came out on top also provides valuable insights into the sometimes seamy side of alcohol distribution and the uphill battle Corona faced. From its clear bottle to its distinct taste, Corona carved out a niche all its own. Corona will show readers how a virtually unknown Mexican beer achieved phenomenal growth in one of the most competitive markets in the world.