Corona Soft Drinks: The History of a Welsh Beverage Icon
In the early 1920s, an entrepreneur named Evans embarked on a rebranding journey for his soft drink line, selecting the name Corona—the Latin word for crown. This choice was mirrored in the brand's visual identity, featuring a logo of seven wire-topped bottles fanned out to resemble a crown. What began as a local venture quickly evolved into a regional powerhouse, becoming a staple of South Wales culture.
The Rise of a Welsh Empire
The brand experienced rapid expansion, eventually operating five factories located in Porth, Tredegar, Pengam, Maesteg, and Bridgend. At its peak, the company managed a vast logistics network consisting of 82 distribution depots. Initially, the company relied on horse-drawn wagons to deliver its products, but by the early 1930s, these were phased out in favor of a motorized fleet.
These motor vehicles were easily identified by their distinctive red and gold livery and the Corona logo. To maintain this fleet, the company operated its own engineering shop attached to the Porth factory. The scale of growth was evident in the numbers: by 1934, the Porth depot housed 74 vehicles, a figure that surged to 200 by 1937.
[ไม่มีภาพประกอบ]Leadership Transitions and War-Time Challenges
Following the death of William Evans in 1934, his brother Frank took over as chairman and managing director. Under Frank's leadership until 1940, the company reached impressive production levels, churning out 170 million bottles annually by the end of the decade.
The outbreak of World War II in 1939 brought significant disruptions. The government commandeered many of the company's motor vehicles for war service, and the introduction of petrol rationing forced the company to briefly return to horse-and-wagon deliveries. Once the war ended in 1945, Corona returned to full production and restored its motorized fleet. A major milestone occurred in 1950 with the launch of Tango, a brand that remains in production today.
Corporate Evolution and National Expansion
In 1958, the Beecham Group acquired the company. While production remained centralized in South Wales, the brand's reach expanded with new depots opening across the United Kingdom. During the 1960s, Corona entered the television era, utilizing the popularity of British singer and comedian Dave King to attract a wider audience.
The late 1960s and 1970s brought a shift in consumer behavior. The rise of supermarkets led to a decline in traditional door-to-door sales. Despite this, the brand remained culturally relevant, notably through the 1970s advertising slogan, "Every bubble's passed its FIZZical!"
The final major transition occurred in 1987 when the company was acquired by Britannia Soft Drinks, the owners of Britvic. This acquisition led to the closure of the Welsh Hills plant in Porth, with all production being transferred to Bolton in Lancashire, England.
[ไม่มีภาพประกอบ]Key Facts
- Origin: Rebranded as Corona in the early 1920s; "Corona" is Latin for crown.
- Peak Infrastructure: 82 distribution depots and 5 factories in South Wales.
- Production Milestone: Reached 170 million bottles per year by the end of the 1930s.
- Notable Brand: Launched the enduring Tango brand in 1950.
- Ownership History: Owned by the Evans family, then Beecham Group (1958), and finally Britannia Soft Drinks (1987).
| Period/Year | Key Event | Impact/Detail |
|---|---|---|
| Early 1920s | Rebranding to Corona | Established crown-themed logo and identity |
| Early 1930s | Motorization | Horse-drawn wagons replaced by red and gold vehicles |
| 1934 | Leadership Change | Frank Evans succeeded William Evans |
| 1939-1945 | World War II | Vehicles commandeered; temporary return to horse delivery |
| 1950 | Tango Launch | Introduction of a long-lasting beverage brand |
| 1958 | Beecham Acquisition | Expansion of depots across the UK |
| 1987 | Britannia Acquisition | Porth plant closed; production moved to Bolton |
Frequently Asked Questions
What does the name Corona mean in the context of the brand?
Corona is the Latin word for crown, which inspired the brand's logo featuring seven wire-topped bottles fanned out in a crown shape.
Which famous drink brand was launched by the company in 1950?
The company launched Tango in 1950, a brand that continues to be produced today.
How did World War II affect the company's distribution?
The government commandeered many of the company's motor vehicles for war service, and petrol rationing forced the company to briefly reintroduce horse-drawn wagons for deliveries.
Who promoted Corona in television advertisements during the 1960s?
The brand was promoted by the British singer and comedian Dave King.
Why did door-to-door sales decline for Corona in the 1970s?
The decline was caused by a change in public shopping habits resulting from the rise of supermarkets during the late 1960s and 1970s.
Where was production moved after the Porth plant closed in 1987?
Following the acquisition by Britannia Soft Drinks, production was transferred from the Welsh Hills plant in Porth to Bolton in Lancashire, England.