Corona has announced its newest product, Corona Ligera, entering the light category with a 3.2% ABV variant to tap into evolving shopper preferences.
Brewed to be lighter-bodied, Corona Ligera allows shoppers to enjoy the same crisp taste of Corona in a refreshingly light way. The expertly crafted beer promises a uniquely satisfying experience without compromising on taste.
Budweiser Brewing Group said 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, 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, allowing retailers to tap into this audience with a brand that consumer already know and trust.
With the success of Corona Cero driving the low and no alcohol share growth by 20 per cent across the off-trade, 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, Budweiser Brewing Group noted.
As the demand for lower ABV options continues to grow, the business continues to look at trends in the market so it can cater to a spectrum of consumer preferences. Making sure the category is inclusive with a range of no to low options is critical to help consumers balance alcohol and non-alcohol choices.
“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,” said 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.”
Corona Ligera will be available from 12 February exclusively in Tesco and from 4 March in Booker.
