Mexican beer brand Corona is expanding the launch of its 4x440ml pack format into wholesale and convenience in response to consumer demand.
Budweiser Brewing Group UK&I noted that World Beer has been on a growth trajectory in recent years and is now the fastest-growing segment across the Off-Trade. Since 2019, consumers have purchased 5% more World Beer in comparison to standard lager and the brewer is forecasting a further 8% increase in sales by 2030. Corona has been central to the growth of the World Beer category, with sales growing by 38.1% since 2019. It is now the world’s number one lager, with Budweiser Brewing Group highlighting that it offers a major sales opportunity for wholesale and convenience customers.
The success of the brand in the convenience channel has been driven by its 12pk 330ml bottles, which grew 12.5% vs 2019 in value. Corona has now broadened its offering within the wholesale and convenience with the launch of a 4x440ml pack. Budweiser Brewing Group stated that the launch sought to build on existing brand recognition and consumer loyalty, allowing customers to offer the world’s number one lager in the fastest-growing format in the Impulse channel.
Corona and Budweiser Brewing Group has been working with its wholesale partners to increase the visibility of the brand through pallet depot displays to help drive sales. In the convenience channel, Corona has launched a gift-with-purchase on all packs of Corona,
“We’re excited to be launching the 4x440ml pack format to wholesale and convenience channels to help them tap into the growing popularity of Corona and World Beer, we’ve been working closely with our partners to re-evaluate our promotional plans and uncover different ways to increase value so they can capitalise on the popularity of this growing brand.” said Sunny Mirpuri, Director for Wholesale & Convenience, Budweiser Brewing Group.
“As part of this, we are constantly evaluating consumer sales data to understand what their shoppers are buying and how we can help them boost sales. As the fastest growing pack format in the convenience channel, we’re confident the 4x440ml Corona will be a hit with consumers and customers alike.”
