Corona, a proud part of Budweiser Brewing Group UK&I, is expanding the launch of the 4x440ml pack format into wholesale and convenience. The launch responded directly to consumer demand, with the 4x440ml being the fastest-growing pack format in the impulse channel.[1]
World Beer has been on a huge growth trajectory in recent years and is now the fastest-growing segment across the Off-Trade.[2] Since 2019, consumers have purchased 5% more World Beer in comparison to standard lager and Budweiser Brewing Group is forecasting a further 8% increase in sales by 2030.2 Corona has been central to the growth of the World Beer category with sales growing by 38.1% since 2019.[3] It is now the world’s number one lager,[4] offering a huge sales opportunity for wholesale and convenience customers.
The success of the brand in the convenience channel has been driven by its 12pk 330ml bottles, which grew +12.5% vs 2019 in value.[5] Corona has now broadened its offering within the wholesale and convenience channel with the launch of a 4x440ml pack. The launch sought to build on existing brand recognition and consumer loyalty, allowing customers to offer the world’s number one lager[6] in the fastest-growing format in the Impulse channel[7].
The new pack offering follows continued investment from the Corona brand into the wholesale and convenience channel as part of its wider growth strategy. Corona and Budweiser Brewing Group has been working closely with its wholesale partners to increase visibility, through eye-catching pallet depot displays, which will help customers drive sales. In the convenience channel, Corona has launched a gift-with-purchase on all packs of Corona to drive further excitement and exclusivity around the brand.
“We’re excited to be launching the 4x440ml pack format to wholesale and convenience channels to help them tap into the growing popularity of Corona and World Beer, we’ve been working closely with our partners to re-evaluate our promotional plans and uncover different ways to increase value so they can capitalise on the popularity of this growing brand.” said Sunny Mirpuri, Director for Wholesale & Convenience, Budweiser Brewing Group. “As part of this, we are constantly evaluating consumer sales data to understand what their shoppers are buying and how we can help them boost sales. As the fastest growing pack format in the convenience channel, we’re confident the 4x440ml Corona will be a hit with consumers and customers alike.”
Corona 4x440ml is now available in the wholesale and convenience channel.
[2] Nielson – Q UK | YTD 2023 Nielson IQ UK – MAT Latest 52 2023 WE 04/03/23
[3] Nielsen L52W W/E 29 July 2023
[4] Nielsen L52W W/E 28 January 2023
[5] Nielsen L52W W/E 29 July 2023
[6] Nielsen L52W W/E 28 January 2023
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