![]() Related: Corona owner soars as Trump tariff fears fade Constellation is also launching its first national ads for Pacifico - the theme is " live life anchors up" - that helps it stand as "Corona's wild and crazy little brother," he said.Īs Extra and Modelo widen their appeal and Pacifico gains more attention, Shepard said the new Premier will be "another test to see if an import light can make a serious dent in the overall domestic market." Ottenstein claimed the differences between Corona and Modelo have become clearer than between Bud Light and Budweiser or between Coors Light and Miller Lite. It matters what you're made of." And it recently debuted a campaign spotlighting the obstacles overcome by the first Latina military pilot. Related: Budweiser falls off the list of America's three favorite beersĮxtra has moved away from a narrow "summer vacation/beach beer" to a "broader and more personal" drink under the slogan "Find your beach." That evolving image contributed to its growth, Ottenstein argued in his report.Īt the same time, Modelo has made targeted pitches to different demographics to mold together its "fighting spirit" motto.Ī spot aimed at immigrants: "It doesn't matter where you come from. All three lag Bud Light, Coors Light, Miller Light and Budweiser, according to Beer Marketer's Insights data. Ultra trails slightly behind, followed by Modelo Especial. "Ultra is the fastest growing brand in the business now."Įxtra is the top imported US beer with 4.2% of the market. "Everybody has been been waiting for someone to go after Michelob Ultra," said Eric Shepard, executive editor of the industry publication Beer Marketer's Insights. It will also go up against MillerCoors' Miller64. The beer will compete with Anheuser-Busch InBev ( BUD)'s Michelob Ultra, and Ultra's new Ultra Pure Gold, both of which have similar calories counts. "Think Corona for coastal yuppies, with a slant towards men," Evercore ISI analyst Robert Ottenstein wrote in a research note this week about Premier. Constellation is running national ads for Premier with the tagline "lower carbs, lower calories, higher expectations." They make up more than half of the US light beer market, and Constellation hopes to persuade them to upgrade their low-calorie choice. The company says it's marketing Premier to men 35 and older. A 12-ounce bottle has 90 calories, nine fewer than Corona Light, and will be priced in line with its sister beers - about 50% more than domestic light beers. by the company.Premier is the first extension to Corona's main line in 29 years. The Corona portfolio is brewed in Mexico by Constellation Brands and imported and marketed exclusively to the U.S. 1 most loved brand among Hispanic and total population drinkers ages 21-54 and has been helping consumers “Find their Beach” in the U.S. ![]() Corona Refresca brings the flavor and the feeling of the tropics with a premium, alcohol-spiked refresher. The Corona brand family is home to Corona Extra, Corona Light, Corona Premier, Corona Familiar, and in 2019, the national launch of Corona Refresca- the first FMB to join the lineup. A 12-pack that include all three tropical flavors-passionfruit lime, guava lime and coconut lime-will be available for a suggested retail price of $16.99. Guava lime and passionfruit lime flavors will each be available in six-packs for a suggested retail price of $9.99. With an ABV of 4.5%, Corona Refresca has 199 calories per 12-oz. To support this innovative launch, Corona Refresca will implement marketing support through new national TV spots, digital, out-of-home, social media and public relations.Ĭorona Refresca comes in three tropical flavors: passionfruit lime, guava lime and coconut lime. “This expansion of the brand is anchored in Corona’s carefree lifestyle and inspired by the tropics, helping fans pause and celebrate the moments that truly matter with a new flavor-forward beverage in-hand.” We are propelling Corona forward to address consumer’s desire for flavorful experiences with new innovations, like Corona Refresca,” said Ann Legan, VP of marketing for Corona. “The strong brand equity of Corona allows us to keep the iconic lifestyle at the heart of everything we do. ![]() The company says it will enable it to capture new flavor-seeking consumers. Corona has created Corona Refresca for its first flavored malt beverage product in company history.
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