Does America Really Need Another Light Beer? Corona Thinks So

Corona Premier, the first new Corona-branded drink in 29 years, has 90 calories, nine fewer than Corona Light

After 29 years, Constellation Brands Inc will introduce a new Corona in the market. The new Corona Premier will enter the very competitive market of light-based beers. Corona Premier will compete directly against Michelob Ultra Pure Gold, a lower calorie version of Michelob Ultra. Corona Premier will have 90 calories, against 95 calories of Michelob Ultra and 85 calories of its rival's Pure Gold version. Constellation's Jim Sabia expects to sell Corona Premier to men, who represent 54% of light-beer drinkers in the United States.

Famous light-beer brands such as Bud Light and Miller Lite have decreasing sales in the last year, and Michelob holds a significant share of the market right now. The article interviews some customers, who are somewhat content with light beers.

It is interesting to see how Constellation is focusing on the product and customer, segmenting a very hard market. Their main marketing idea is to use the number of calories as the main feature of the product to a very clear market: light-beer drinkers.

Vinicius R. Ferreira

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