Corona Targets Trade Workers With 24-Oz. Cans

October 15, 2009

Crown Imports will begin offering its Corona Extra and Corona Light products in 24-ounce cans in 26 markets later this month, according to the company. The move is aimed at the single-serve segment of the beer business, where import brands in 24-ounce single-serve containers have averaged a 13% case sales growth over the past four years, according to IRI data cited by the company.

The main target for the 24-ounce cans will be 21- to-44-year-old men in the Hispanic and general markets who work in the service and manufacturing trades, according to Crown Imports Executive Vice President of Marketing Jim Sabia. "Our consumer research indicates these consumers see Corona as a reward. Our 24-ounce cans offer a new trade-up option for drinkers looking for a premium beer experience," Sabia said, in a statement.--Aaron Baar

beer, packaging

Next story loading

UPCOMING EVENTS

Brand Insider Summit CPG May 5 - 8, 2024

Virgin Hotel

Featuring top industry speakers including:

Michele Burchfield - Blume Honey Water, Founder & President

Leonard Brody - Caravan, Executive Director, Co-Founder