So where are consumers for Corona Premier coming from? We don’t see cannibilization really being a huge factor except perhaps against Corona Light, which I would say is what we expected.” “Cannibalization is well within what we expected and predicted. Sands acknowledges that cannibalization against Corona Extra and Light could be a concern but says that it has not been an issue to date.
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“We don’t see any chinks in the armor - we think it’s going to be a very, very successful brand launch, plus we put a lot of investment behind the marketing of the brand.” Sands says Premier is ‘responding probably a bit above our expectations’ and is pleased with the brand’s performance over its first four months. “These innovations help drive industry’s leading depletion growth of 9% for our beer business during the first quarter despite unfavorable weather-related impacts early in the quarter in some of our largest markets.” “Premier has achieved record speed to shelf with velocities increasing each month since launch and Familiar has already achieved a healthy share of the category in its regional expansion with velocities outpacing our expectations. “The successful launches of Corona Premier and Corona Familiar are the first two major Corona initiatives in more than 25 years,” he said, speaking in the company's Q1 2019 earnings call last week. Rob Sands, CEO, Constellation Brands, says the launches of Premier and Familiar have benefited from significant investment in marketing as the company continues to invest in building brands. Corona Premier has 90 calories and 2.6g carbohydrates compared to the 148 calories / 13 grams carbohydrates in Corona Extra and 99 calories / 5g carbohydrates in Corona Light. The target market is a key one for light beer: men aged 35 and over make up 43% of the light beer segment, and represent 54% of US light beer volume.Ĭorona Premier differentiates itself from Corona Extra and Corona Light as a low carb and low calorie variety suitable for ‘the mature, sophisticated consumer’.
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“Corona Premier offers the light beer experience men 35 plus have been waiting for …these guys have upgraded just about every brand in their life since college – now it’s time to upgrade their beer, too,” said John Alvarado, vice president of marketing for Corona as Premier launched in March. Corona Extra has been the top imported beer in the US for more than 20 years and the number five beer brand overall.Ĭonstellation Brands says the test launch of Corona Premier last spring validated the interest in a light beer alternative, targeting men over 35 who want to trade up. The Corona portfolio is brewed in Mexico by Constellation Brands and imported and marketed exclusively to the US by the company. ‘Men have upgraded every brand in their life since college – now it’s time to upgrade their beer, too’ Corona Familiar – a ‘full flavored lager that taps into the tradition of sharing with family and friends’ - was launched in Constellation Brands’ major Hispanic markets in 12 oz bottles last year.
Packaging & Packing Materials, ContainersĬorona Premier – ‘a smooth, perfectly balanced lager with only 90 calories and 2.6g carbs’ – is a light beer launched in the US in March.Processing Equipment & Systems, Automation, Control.Filling & Packaging Equipment & Systems.
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