Beer marks its
20th anniversary
as nation's #1 import, rings in Cinco with complete 360 marketing
campaign
New York, April 27, 2017 -
This year, Corona Extra, the #1 Mexican beer that's long been
synonymous with Cinco de Mayo celebrations, is stepping up
celebrations nationwide with out-of-the-box executions and the
brand's biggest-ever investment for the occasion. This year, the
brand will continue its "Lime Drop" campaign with a complete
360o marketing
plan including national TV and digital advertising, social media,
PR and retail programming.
"When you think Cinco, you think Corona," says
John Alvarado, VP of marketing for Corona. "And everyone knows that
when you pop off the cap and drop in a lime, the fiesta begins. So
we're celebrating that 'lime drop' ritual again this year, in a
fresh and unexpected way, for Cinco de Mayo. We love creating
unique moments to celebrate with friends and family, and there's no
better way to do that this Cinco than with an ice-cold Corona and
a fresh wedge of lime."
To bring Corona's campaign to life, the brand has
partnered with Transformers actor Josh Duhamel
for a kick-off party in New York City, where he will help ring in
Cinco de Mayo with a larger-than-life "Lime Drop." For the first
time ever outside of New Year's Eve, the city's iconic Times Square
Ball will be lit up to resemble a lime wedge and dropped for the
celebration.
"I can't think of a better way to celebrate Cinco
de Mayo than with a Corona. Generally, I'm a drop the lime in, turn
the bottle upside down kind of guy, but this Lime Drop steps my
game way up!" said Josh Duhamel. "I'm excited to help everyone ring
in this year's Cinco."
2017 marks the Corona Extra brand's 20th year as the
nation's #1 imported beer. This year the brand is starting its
Cinco celebrations in New York City, one of the top beer markets in
U.S., where Corona Extra is the #1 beer overall.
As a part of the marketing efforts, Corona has
also developed a second year of its social media #LimeDrop
campaign, including a Snapchat lens, which will be released to a
twenty-one (21) plus audience nationwide on Cinco de Mayo. In 2016,
Corona was the #1 alcohol brand on Facebook and Instagram for the
month of May and topped the list of brands detected in #CincodeMayo
photos on Instagram with more than six times as many tags as the
next closest brand.
Corona is also running a Cinco de Mayo-themed TV
spot nationwide in the weeks leading up to May 5 - its biggest
Cinco TV investment to-date - to remind everyone to get ready for
the fiesta.
Constellation Brands, the exclusive brewer,
importer and marketer of Corona for the U.S. market, will also ring
the closing bell at the New York Stock Exchange on May 5. In 2016,
the company was the #1 growth contributor at retail and the #1
growth contributor in the U.S. beer industry, thanks in large part
to record-breaking sales of Corona Extra.
For more information on Corona Extra, please visit
CoronExtraUSA.com, or follow the brand on Twitter, Instagram and
Facebook. To join the Cinco de Mayo fiesta, share your #LimeDrop
moment on Instagram or Twitter.
About Corona Extra
Corona Extra is a pilsner-style lager with a golden hue that has
been brewed in Mexico since 1925. The refreshing flavor and
carefree attitude of Corona have made it the #1 imported beer in
the U.S. and the #5 beer brand overall. Corona has been helping
consumers "Find their Beach" in the U.S. since 1981.
The brand posted a recording-breaking year in
2016.
Corona Extra is exclusively brewed, imported and
marketed by Constellation Brands for the U.S. market.
About Constellation Brands
Constellation Brands (NYSE: STZ and STZ.B), a Fortune
500®
company, is a leading international producer and marketer of beer,
wine and spirits with operations in the U.S., Mexico, Canada, New
Zealand and Italy. Constellation is the No. 3 beer company in the
U.S. with high-end, iconic imported brands such as Corona Extra,
Corona Light, Modelo Especial, Modelo Negra and Pacifico. The
company's beer portfolio also includes Ballast Point, one of the
most awarded craft brewers in the U.S. In addition, Constellation
is the world's leader in premium wine, selling great brands that
people love, including Robert Mondavi, Clos du Bois, Kim Crawford,
Meiomi, Mark West, Franciscan Estate, Ruffino and The Prisoner. The
company's premium spirits brands include SVEDKA Vodka, Casa Noble
Tequila and High West Whiskey.
Based in Victor, N.Y., the company believes that
industry leadership involves a commitment to brand building, our
trade partners, the environment, our investors and to consumers
around the world who choose our products when celebrating big
moments or enjoying quiet ones. Founded in 1945, Constellation has
grown to become a significant player in the beverage alcohol
industry with more than 100 brands in its portfolio, about 40
facilities and approximately 8,000 talented employees. We express
our company vision: to elevate life with every
glass raised. To learn more, visit www.cbrands.com.
MEDIA CONTACTS:
Jennifer Dohm, Constellation Brands
Jennifer.Dohm@cbrands.com
Sarah Messenger, MULTIPLY
Constellation@wearemultip.ly
202.292.4563
Corona De Mayo Logo
Lime Drop
This
announcement is distributed by Nasdaq Corporate Solutions on behalf
of Nasdaq Corporate Solutions clients.
The issuer of this announcement warrants that they are solely
responsible for the content, accuracy and originality of the
information contained therein.
Source: Constellation Brands Inc via Globenewswire
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