Crown Product Overview: CORONA
Date
Key Learning Points
•Build solid product knowledge base (history, characteristics, brand
positioning) for Corona Extra and Corona Light
•Align product knowledge information with selling opportunities
1
Key Learning Points
•Corona Extra remains the Import leader and continues to trend upward
2
Key Learning Points
•Corona Light also finished 2006 in the top ten at #7 and is trending upward an
impressive 60.8%
3
Top 10 U.S. Beer Brands
Depletions are cases of 2.25 gallons or 8.52 liters (000’s)
RANK BRAND
1
2
3
4
5
6
7
8
9
10
Bud Light
Budweiser
Miller Lite
Coors Light
Corona Extra
Natural Light
Busch
Busch Light
Heineken
Miller High Life
Subtotal Top 10
2005
545,609
377,517
249,382
227,337
108,088
115,046
85,768
80,257
64,530
69,234
1,922,769
2006
548,337
351,091
241,900
229,610
117,275
115,046
84,910
83,467
69,050
65,772
1,906,458
TREND
0.5%
-7.0%
-3.0%
1.0%
8.5%
0.0%
-1.0%
4.0%
7.0%
-5.0%
-0.8%
Corona Extra finished
2006 as the #5 beer
brand in the U.S.
Source: Beer Marketer’s INSIGHTS, 2006 & Internal Barton Beers
Key Learning Points
•Corona Extra continues to gain momentum
•Corona Extra finished 2006 as the #5 beer
brand in the US, up from #6 in 2005
4
Growth of Imported Light Beers
10 Year Projection
Cases (000s)
100,000
90,000
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
96
97
98
99
00
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
Imported Light beer is projected to increase by over 70
million cases over the next 10 years.
Source: Impact, 2006 Edition
Key Learning Points
•Corona Light provide significant sales opportunities considering projected growth
for Import Light beer over next 10 years
5
7 oz Package Performance
-10.1%
-10.1%
Hei neken
-12.7%
A/ O
M i l l er Hi gh Li f e
-13.4%
Cor ona E xt r a
M i l l er Li t e
+16.7%
-12.9%
B udwei ser
With nearly
a 50% share,
Coronitas are
growing faster
than any other
brand in the
7 oz segment.
-1.0%
B ud Li ght
Source: IRI Total US – Food, YTD 12/31/06
Key Learning Points
•Coronitas yet another competitive advantage offered by the Corona brand family
•Brand continues to offer extensive sales and profit opportunities
6
Brand History
• Corona has been brewed and
bottled in Mexico by Grupo
Modelo since1925
• Corona Extra was introduced in
the US in 1981 and Corona Light
was introduced in 1989
• Corona Light became the first
imported beer to sell more than
1,000,000 cases in its first full
year of distribution
Grupo Modelo is the 7th largest brewery in the world and
exports to over 150 countries.
Key Learning Points
•Provide general brand history
•Emphasize strong legacy coupled with historic growth trends
•Reinforce ongoing momentum of the brand
7
Characteristics and Taste
CORONA EXTRA
• Pilsner-style lager
• Light hop flavor
• Pairs with spicy cuisine,
casual dining, and limes
• 4.6% ABV, 148 calories
per 12 oz bottle
Perfect balance between heavier European
Imports and lighter domestic beer
Key Learning Points
•Provide description of taste profile
(Suggestion: Offer samples for tasting when this slide appears)
8
Characteristics and Taste
CORONA LIGHT
• Light and crisp
• Clean fresh finish
• Slight hop flavor
• Fruit-honey malt aroma
• 4.1% ABV, 105 calories
per 12 oz bottle
Both a Light beer alternative for Corona drinkers and
a distinctive product with a unique taste profile
Key Learning Points
•Provide description of taste profile
•Corona Light shares some characteristics with Corona Extra (both pilsnerstyle lagers, both pair with spicy cuisine, limes, and casual dining) while also
featuring a unique taste profile
•Corona Light is “The only light beer that’s also a Corona” and provides a
preferred light beer alternative for Corona drinkers
(Suggestion: Provide samples for tasting when this slide appears)
9
Packaging
• Distinctive long-necked bottle
and painted label
• Clear bottle features purity
and quality of liquid
• 12 oz bottle 24 oz bottle,
7 oz bottle
• Corona Extra available in
12 oz can
Because Corona is brewed using hop extracts, the clear bottles do not compromise
the quality of the beer!
Key Learning Points
•Emphasize unique and distinctive packaging of brand
•Variety of package sizes to meet retail needs
•Corona Extra and Corona Light packages complimentary when featured together
on displays
10
General Market Brand Positioning
Attainable
reward
Ultimate
reprieve
Fun, sun, and beach Relaxation and Refreshment
Corona Extra
Corona Light
•Male 25–34
•College educated
•Drinks 6+ Import beers
per month
•Male & female 21–34
•College educated
•Active social life
•On-premise consumer
Key Learning Points
•Reinforce unique and recognizable “fun, sun, and beach” branding
•Note differences in primary target consumers (e.g. Corona Light has wider appeal
to women)
11
Marketing Support
Television
Radio
Print
Retail Promotions
Websites/Internet
Point-of-Sale
Outdoor
Event Sponsorship
Hispanic Campaign
Key Learning Points
•Corona brand family features extensive range of marketing support
•Holiday promotions, particularly Cinco De Mayo, offer significant opportunities to
increase sales and profit
•Chill on-premise program supporting Corona Light
(Suggestion: If connected to the Internet during presentation, show website
examples e.g. www.conexioncorona.com)
12
Key Learning Points
•Show examples of different types of marketing support for Corona Extra and
Corona Light
13
Key Info for Sales Calls
• Corona is the #1 imported beer and imported light beer
in the U.S.
• Corona Extra is the #5 selling beer overall in the U.S.
• Corona Extra adds an estimated 3 billion dollars in total
retailer beer sales each year
• Corona Extra 12-pack is the #1 SKU in grocery stores
• Corona Light represents the largest opportunity for
trade-up
Corona Extra and Corona Light provide
a profitable dual branding opportunity!
Key Learning Points
•Reinforce brand dominance and continued sales opportunities
•Emphasize opportunity relative to dual branding of Corona Extra and Corona Light
(Suggestion: Ask attendees to suggest additional product information they might
use on a sales call as well as information they have used successfully in the past)
14
2007 Selling Opportunities
• Solidify #5 brand ranking for Corona
Extra and continue beer category
share growth
• Promote continued on-premise growth
for Corona Extra and Corona Light
• Build 24-packs for Corona Extra and
Corona Light
• Ensure maximum feature and display
execution during holiday promotions
• Build on momentum of imported light
segment and Hispanic market growth
Key Learning Points
•Provide “call to action” around the current brand selling strategy
15
Key Learning Points
•Ask learners for comments or questions to conclude presentation
16