Corona adds lighter alternative to a popular beverage
Corona, a proud part of the Budweiser Brewing Group, has announced its newest product, Corona Ligera which will debut exclusively in the Tesco Group with a six-month exclusive.
Corona said it is entering the light category with a 3.2% ABV variant to tap into evolving shopper preferences.
Corona Ligera is brewed to be lighter-bodied, and Budweiser Brewing Group believes the launch will open new occasions for the category, such as mid-week socialising and BBQs, when consumers may be looking to moderate their alcohol consumption. In addition, with Corona already being the number one preferred beer of choice for women (Kantar Brand Guidance Report, 2023), there’s also an opportunity to recruit more women into the category with a lighter proposition.
The product launches for consumers who look for lighter options. Most notably, the 18-34 age group reflects a preference for high-quality lower alcohol beverages and moderation, (Kantar Alcovision 2023) allowing retailers to tap into this audience with a brand that consumer already know and trust.
With the success of Corona Cero driving the NABLAB share growth by 20% across the Off-Trade (NIQ No_Low BWS Mid Year Review 2023), there has been a positive reception from those who seek an enjoyable alternative offering a similar flavourful experience as their favourite traditional options, without the full effects of alcohol.
As the demand for lower ABV options continues to grow, Budweiser Brewing Group continues to look at trends in the market so it can cater to a spectrum of consumer preferences.
“We’re always aiming to diversify our portfolio to meet the needs of our customers and consumers. With a steady increase in popularity with lower alcohol options, we want to offer super-premium products that will help those who want to moderate their drinking,” says Mark Wingfield Digby, off-trade director at Budweiser Brewing Group. “Corona Ligera joins our much-loved Corona beer brand, and we are confident that it will meet the evolving preferences of consumers without compromising on the crisp refreshing experience that defines Corona.”
