Nearly 80% of distributors surveyed by Wells Fargo believe Premier and Familiar will help Corona drive sales.įamiliar has been available in 32-ounce sharing sizes in Mexico and the United States for two decades, but now Corona is bringing it to 10 major Hispanic markets in the United States in 12-ounce bottles.Įarly ads point to Corona marketing Familiar as a beer for men to enjoy with their friends and family. The initial reaction from beer distributors on Premier has been positive, according to Bonnie Herzog, an analyst at Wells Fargo. 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."
#Guava corona refresca upgrade
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. Premier is the first extension to Corona's main line in 29 years.
0 kommentar(er)
