The Corona Extra and Corona Light 24-oz. cans are targeted to 21-to-44-year-old general market and Hispanic drinkers from the service and manufacturing trades. "Our consumer research indicates these consumers see Corona as a reward. Our 24-oz. cans offer a new tradeup option for drinkers looking for a premium beer experience," said Jim Sabia, executive vice president of marketing for Crown Imports, Corona's exclusive U.S. importer.
"This occasion-based business already represents nearly 13% of dollar share in the off-premise channel. Based on the growing demand from consumers and retailers for single-serve options, we see a great opportunity for Corona in this space," Sabia said.
According to IRI data cited by Crown Imports, over the past four years, import brands in the 24-oz. single-serve segment have averaged 13.3% case sales growth versus 4.7% for domestics, accelerating faster than the category case trend by nearly seven fold.
The previously introduced Corona Extra 24-oz. single-serve bottle is currently a top-10 package amongst all 24-oz. packages, said IRI.
Primary channels of distribution for the new Corona Extra and Corona Light 24-oz. cans include convenience, drug, liquor and grocery stores.
"Convenience stores especially may benefit from the incremental purchase occasions and additional traffic the Corona Extra and Corona Light 24-ounce cans would deliver," said Bruce Jacobson, executive vice president of sales for Crown Imports. IRI reports indicate that single-serve 24-oz. packages represents close to 11% of the case volume sold in the c-store channel, making it a key package in a channel designed around convenience and immediate consumption.
Crown continues to invest in new packages and options suitable for the off-premise channel and at-home consumption opportunities.
Chicago-based Crown Imports is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the United States. The Modelo portfolio includes Corona Extra, Corona Light, Modelo Especial, Negra Modelo and Pacifico beer brands. Crown Imports is a 50-50 joint venture between Grupo Modelo SA de CV, Mexico's leading company in the brewing, distribution and sale of beer, and Constellation Brands Inc., a leading international beverage alcohol producer, importer and marketer.
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