Corona Extra® Brings the Fiesta to Churchill Downs with Kentucky Derby Sponsorship Deal for Cinco de Mayo
January 29 2018 - 9:05AM
Corona Extra® today proudly announced it has signed on as the
Official Import Beer of the Kentucky Derby presented by Woodford
Reserve, which occurs over Cinco de Mayo weekend for the next two
years. This is the brand’s first sponsorship of the “most exciting
two minutes in sports.” As the nation’s No. 1 imported beer that’s
long-been synonymous with Cinco de Mayo celebrations, the brand
will invite Kentucky Derby fans to join in the fiesta, too.
“For Corona, Cinco de Mayo is our unofficial start to summer,
and we will be bringing the fiesta and beach vibes to the infield
at the historic Kentucky Derby," said John Alvarado, vice president
of marketing for Corona Extra. "We are excited to be a part of this
legendary race, and we look forward to joining the fun and inviting
fans to celebrate with us to make this Cinco and Derby weekend the
best yet!”
As part of its sponsorship, Kentucky Derby attendees can join
the Corona de Mayo fiesta at brand’s activation zone in the
Churchill Downs infield. Corona will also be activating retail
point-of-sale throughout the U.S., sponsoring Derby viewing Cinco
de Mayo parties, and developing fun and engaging social content for
fans to join in.
Each year, the Kentucky Derby® draws in approximately 19 million
viewers and 160,000 attendees for one of the biggest sports events
in the country. This sponsorship is a natural evolution of new and
unexpected ways for the brand to elevate the Cinco de Mayo weekend
and bring together two of the biggest celebrations for an
unforgettable weekend.
"We’re excited to partner with Corona and to offer a new infield
experience to our guests at the Derby," said Kristin Warfield, Vice
President of Partnerships at Churchill Downs Racetrack. “Derby
weekend is something our fans and guests look forward to all year,
and now with this partnership, we’re able to bring that Cinco de
Mayo energy Corona is known for to the celebration this year.”
The Kentucky Derby is North America’s oldest continuously-held
sporting event, having been run every year at Churchill Downs since
1875. The legendary race for 3-year-old Thoroughbreds offers a $2
million-guaranteed purse. The 144th running will take place on
Saturday, May 5, 2018.
Follow @CoronaExtraUSA on
Twitter, Instagram and Facebook for more
information. As always, Corona encourages consumers to enjoy its
products and relax responsibly.
About Corona ExtraCorona Extra is a
pilsner-style lager with a golden hue that was first brewed in
Mexico in 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. 2016 was a record-breaking sales year for the
brand.
Corona has been helping consumers “Find their Beach” in the U.S.
since 1981. Corona Extra is exclusively brewed, imported and
marketed by Constellation Brands for the U.S. market.
About Constellation Brands Constellation Brands
(NYSE:STZ) (NYSE: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, New Zealand, Italy and Canada.
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 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 wineries, breweries
and distilleries; and approximately 10,000 talented employees. We
express our company vision: to elevate life with every glass
raised. To learn more, follow us on Twitter @cbrands and visit
www.cbrands.com.
MEDIA CONTACT: Jennifer Dohm (312)
873-9979 Jennifer.dohm@cbrands.com
Photos accompanying this announcement are available
at:
http://www.globenewswire.com/NewsRoom/AttachmentNg/36be0237-f888-48f7-a858-865c431c5ea0
http://www.globenewswire.com/NewsRoom/AttachmentNg/aa441b48-6563-4024-99ad-57b6600b62e9
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