Corona launches new Ligera beer
The liquor company said in a statement, produced in Mexico and sold around the world, Corona has created a new variant that is exclusive to the Australian market, driven by the rising trend for consumers actively looking to moderate their alcohol consumption, whilst maintaining their preference for an easy drinking, premium liquid.
“Consumers are actively looking to moderate their consumption and drink better quality beer. Corona Ligera now offers consumers the chance to do this with the trusted taste and flavour profile of Australia’s most loved beer brand,” said Emily Griffiths, director of Premium Brands at Carlton & United Breweries.
“Corona Ligera will suit Australians who want to have a couple of beers at a BBQ, but still have responsibilities the next day. Equally, it would appeal to the career-minded young professionals who love a Sunday session, but are looking for a premium beer which offers moderation ahead of the start of a busy week.”
With the light, refreshing Corona style and at just 3.2 per cent ALC/VOL, Corona Ligera is lighter on the palate with subtle malt and a dry finish. The flavour is enhanced with a wedge of lime to offer a refreshing taste.
Corona said the mid-strength beer category continues to grow at a pace with market data revealing that it now accounts for more than 23 per cent of the Australian beer market. Whilst Queensland has traditionally been the mid-strength heartland of our country, NSW alone has seen 14 per cent growth in the mid-strength beer category (2016-2017). Fuelled by the growth of Carlton & United Breweries’ mid-strength portfolio, mid-strength beer has also attributed to 49 per cent more dollars nationally in category growth than full strength.
Carlton & United Breweries is actively targeting day-time consumption occasions with the new variant, as opposed to the sunset moment that Corona Extra has been synonymous with for a long period of time.
To support retail through the launch, Carlton & United Breweries is investing over $4 million in media across OOH, digital and radio to ensure Corona Ligera’s arrival to market has a substantive impact on the Australian beverage landscape.
Corona Ligera is available at all leading bottle stores and on premise venues in VIC, NSW & QLD and on April 9 in SA, NT & WA.