Corona beer branching out beyond the bottle
What: Corona Light on draft will expand nationally and Corona Extra on draft will be introduced in three US test markets.
Why it matters: Corona Light draft will be made available in more than 35 US markets to appeal to millennial and Hispanic consumers. Corona Extra will be introduced in 3 markets. Corona Light draft will be featured in two television commercials during its March rollout and again in the summer selling season. Horizon Media is Corona's agency of record.
Corona Light draft has already been launched in more than 35 US markets in 2012-2013 and continues to outdo the light category after a 2.9 percent sales increase in 2013 and a sales increase in 18 of the last 19 years.Corona Light draft will focus on appealing to light beer drinkers who want a more premium experience. Particularly, to millennial and Hispanic consumers that have continued to identify with the iconic brand, as studies suggest that millennial tend to prefer beer on draft. These studies also indicate that 25% of Hispanic consumers have chosen Corona Extra as their favorite beer. In previous roll out markets, the presence of Corona Light draft contributed to a brand trend that is 12 percent better than non-Corona Light draft markets.
Draft beer accounts for approximately 10% of the industry as a whole.
The introduction of Corona Extra on draft will be a historic moment for the brand and to celebrate this historic milestone the brand will make the draft available in three US markets, beginning March 10. The brand will be watching closely to understand the impact on the marketplace. On the other side, Corona Light draft will be made available in more than 35 US markets, including New York City, Chicago, Los Angeles and Dallas beginning also March 10. The timing allows the brand to boost its draft presence in advance of the Cinco de Mayo holiday and the crucial summer selling season. Corona Light draft will be featured in two television commercials during its March rollout and again in the summer selling season with a marketing campaign that shows Corona Light as the beer for "when you're ready for a light beer that tastes like a beer."
The company is not aiming to switch a Corona Extra bottle drinker to draft.That is why every Corona Light and Corona Extra served on draft will come with a lime right on the glass. “With draft beer accounting for approximately 10 percent of the industry as a whole we’re excited about the growth opportunity with both Corona Light and Corona Extra on draft,” said Jim Sabia, chief marketing officer for Crown Imports, exclusive U.S. importer of Corona Light and Corona Extra.
Corona, a Crown Imports brand also bets on the Latinization of America as Hispanic tastes and customs are gradually adopted by the general population. over by the general population.