Global beer brand Corona is launching a new non-alcoholic beer designed to boost drinkers’ Vitamin D levels during the winter months, in what the brand has said is a “first-of-its-kind” product innovation.
Corona Sunbrew 0.0% claims to contain 30 per cent of the daily value of vitamin D per 330ml, and promises consumers they can have ‘Sunshine, Anytime’ in every season.
“As a brand that was born on the beach, Corona embraces the outdoors in everything we do, because we believe that outside is where people best disconnect and relax,” says Felipe Ambra, global vice president for Corona.
“Now, we’re excited to offer consumers Corona Sunbrew 0.0%, the first non-alcoholic beer with vitamin D, reinforcing our desire to help people reconnect to nature, anytime.”
The new product will first launch in Canada, while Canadians experience the time of year in which they endure the most limited sunlight. The product will be extended to the UK later this year, followed by markets across the rest of Europe, South America and Asia.
A new integrated campaign has been developed by creative agency David Miami, compiling scenes filmed on a beach in Costa Rica.
According to parent company AB InBev, the launch also demonstrates the business’ commitment to help reduce and prevent harmful use of alcohol, as well as its ability to identify new growth opportunities for its brands.
“After numerous and rigorous trials, Corona Sunbrew 0.0% proudly showcases our ability to find solutions, gaps, and opportunities for growth as a brand,” says Brad Weaver, global vice president of innovation research and development at ABInBev.”
The journey was not easy as vitamin D is sensitive to oxygen and light, and not easily soluble in water. But thanks to our ongoing investment in innovation and research and development, our team was able to create the only non-alcoholic beer with vitamin D, providing a unique opportunity in the market.”
According to IWSR, the global no/low alcohol category total volume is forecasted to grow by 31 per cent by 2024.
