Though the slander generally adheres only to Corona, its theme is jokingly referred to in other bits of popular lore.
All beer may be yellow, but only Corona visually reminds buyers of this fact even as it passively sits in the bottle. In Corona's case, believability is further enhanced by the foaminess of the beverage and how the clear glass bottles showcase the beer's yellow color.
CORONA BOTTLE PLUS
Getting back to the beer aspects, among suds drinkers a common insult to hurl at a disappointing brew is to claim it "tastes like warm piss." (How these aficionados would know what warm piss tastes like doesn't bear speculating upon.) The connection between beer and urine is twofold: the color of both liquids, plus the causal relationship between the drinking of one to the need to release the other. (Folklorist Gary Fine says, "Americans see Mexico as both an underdeveloped nation - an exotic location filled with danger and poverty - and recently as an economic rival.") Why the slander worked as well as it did has as much to do with the nature of beer itself as with xenophobic fears about anything coming in from Mexico. Executives appeared on 20 talk shows in three weeks.Ĭorona has rebuilt its market share over the years and in 1999 in the United States was the best-selling import and the 10th best-selling beer overall.
CORONA BOTTLE TV
Corona bombarded the press with news releases about the hoax and spent $500,000 beaming a public education program via satellite to TV stations willing to run it. The second task - putting the rumor to rest - proved to be more The suit was dropped when Luce agreed to say publicly that Corona was not contaminated. Against the odds, they were successful with the first task - the source of the rumor was traced.Ī local Heineken distributor (Luce & Sons of Reno) was sued by Corona's U.S. Sales were dropping precipitously, so the maligned brewer set about to find the source of the slander and put an end to the rumor. According to rumor, Mexican brewery workers were relieving themselves into the beer destined to be sold in the U.S.A. That year, the company first learned of "urine in the beer" slur being attributed to its flagship product when two Nevada grocers pulled the beer from their shelves. By 1986 Corona ranked second in the United States in imported beers (Heineken led the way). Its flagship brew, Corona, became a national brand, and the brewery went on to acquire regional beers like Pacifico, Victoria and Leon.Ĭorona was first exported in the late 1970s. de C.V was founded in Mexico by Pablo Diez Fernandez. Origins: Although in business one always at least somewhat suspects jealous competitors of starting whichever wild slander is hot at the moment, the "piss in the Corona beer" whisper campaign stands almost unique in that it's one of the few cases on record where this connection was traced to its source.Ĭorona is a light lager often drunk with a lime. Claim: Workers at the Corona brewery urinate into the beer.
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