Product differentiation in the hard seltzer category “We believe that seltzers are here to stay and will therefore accelerate the volume shift into category from the low end to the high end where we are the market share leader,” said Newlands. Firstly, Constellation Brands eyes up the meteoric growth of seltzers this year as a trend that’s here to stay.įurthermore, Constellation believes Corona hard seltzer can premiumize the market and offer something different to existing seltzers. The hard seltzer category is an attractive one to enter for a number of reasons. “And of course, the refreshment characteristics of seltzers perfectly match Corona refreshment DNA.” Corona branding “And that's why we've decided to put the Corona brand name on our new seltzer. “Corona carries unbelievably strong brand equity as the number one most-loved brand among both Hispanic and total population drinkers age 21 to 54,” said Newlands, speaking in Constellation Brands’ Q2 2020 earnings call. The 4.5% ABV beverage will contain 90 calories, zero carbs and zero sugars (for comparison, Corona Extra contains 148 calories per 12 oz bottle). Beer meets seltzerĬorona’s success to date has been primarily based on its classic Corona Extra and Corona Light brands: but this year it has been expanding Corona into a ‘comprehensive beer family’ with alcohol-spiked refresher Corona Refresca, Corona Premium and Corona Familiar.Īnd next up is Corona hard seltzer next spring – described by CEO Bill Newlands as one of the company’s ‘worst kept secrets’ – which hopes to embrace and build on the hard seltzer trend.Ĭorona hard seltzer will be introduced in four flavors: tropical lime, mango, cherry and blackberry lime. While seltzer’s success is a challenge to the beer category, Constellation Brands hopes its Corona hard seltzer launch will make the trendy beverage a friend rather than a foe. The hard seltzer category is currently worth $550m but could grow to reach $2.5bn by 2021: attracting consumers from beer and other alcoholic beverage categories with a cleaner, healthier, low calorie image. Packaging & Packing Materials, Containers.Processing Equipment & Systems, Automation, Control.Filling & Packaging Equipment & Systems.To learn more, visit, and refresh your perspective on Instagram and Facebook and on Twitter. slim cans) and contains 4.5% ABV, 100 calories†, 3g carbs and 3g sugar. Now at retailers nationwide, the refreshing drink is sold in a 12-pack (12 oz. “I love that a brand like Corona is using its reach and influence to honor the importance of language and proper pronunciation - and is keeping it fun.”Ĭorona Hard Seltzer Limonada is available in four bright citrus flavors: Classic Lemon Lime, Strawberry, Watermelon and Grapefruit. “One of the hardest things about learning a new language is sticking with it, and making learning fun is the key to staying motivated,” said Sam Dalsimer, global head of communications at Duolingo. Throughout the summer, fans across the country can brush up on their Spanish by visiting /redeem and using the code “LIMONADA” for a free one-month subscription to Duolingo Plus. “With this Duolingo partnership, we wanted to playfully embrace the special role language plays in bringing different cultures to life as we welcome our newest hard seltzer to the Corona family.” “As a uniquely and unapologetically Mexican hard seltzer, Corona Limonada is an authentic celebration of La Vida Más Fina,” said Ann Legan, vice president of brand marketing, Corona. A video of the Las Vegas stunt can be viewed on the Corona YouTube channel. Using an interactive, voice-activated vending machine, the brand tested consumers’ Spanish skills by asking them to say “Dame una Corona Hard Seltzer Limonada, por favor.” Those who got it right received a sample of the new product, and those who missed the mark were given a one-month subscription to Duolingo Plus to practice their Spanish for the next time they want to order a Limonada. To celebrate the launch, Corona brought its signature Mexican flavor to the Las Vegas Strip, where people were asked to order a Corona Hard Seltzer Limonada - en español. In honor of its proud Mexican heritage, Corona has partnered with popular language-learning platform Duolingo to offer people of legal drinking age a fun and approachable solution to picking up Spanish and pronouncing Limonada with ease. Instead, Corona has crafted lee-moh-naa-da and wants to help people order it using its proper Spanish pronunciation. And Corona isn’t here to serve another lemonade. This is especially true when it comes to names, because our names are an important part of what makes us unique. Whether it relates to food, like hors d’oeuvre, references a home located in a cul-de-sac, or brings piñatas to the party, proper pronunciation matters. In today’s American culture, a lot of our vocabulary is borrowed from others.
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