Budweiser Brewing Group UK&I, a proud part of AB InBev, has today announced the launch of Corona price-marked packs in the Off-Trade.
One of the fastest growing drink categories in the UK, Super Premium drinks in the impulse channel grew by 51% in 2020. At the same time, Corona 4-pack hit £6.8m sales, a growth of 45% year on year. To maximise the sales opportunity presented by these spikes, Corona, which is brewed with 100% natural ingredients*, is launching £5.99 price-marks on its 4x330ml SKU.
Available in the Off-Trade since 24 May, the new packs come as consumers continue to enjoy occasions at-home or reconnecting with friends and family in gardens and parks ahead of the summer selling moment, which last year saw a 30% uplift in sales in July and August.
The rise of the at-home occasion has contributed to unprecedented growth in the beer category across the Off-Trade in 2020, with sales rising by 37.5% in the convenience channel. As consumers continue to spend time at home, many are treating themselves with 52% of shoppers saying they are willing to pay extra for quality when buying alcoholic drinks to have at home.
Premium price mark packs also grew in 2020 by 22%, supporting new consumer research conducted by Budweiser Brewing Group UK&I that shows the extent to which price-marked packs are favoured by shoppers.
The study found that an overwhelming 81% of respondents think they are less confusing and more transparent than their non-priced counterparts, while 63% feel they are fairer. The inclusion of prices on packs neither adds nor detracts from the consumer perception of a brand, alleviating any concerns that it affects perception of a premium product.
Ruta Ambrasaite, Corona marketing manager UK&I, Canaries, expansion markets says: “We are delighted to be expanding our offering with the launch of Corona price-marked packs.
“At Budweiser Brewing Group, we put customer-centricity at the heart of what we do. That means we are always looking at ways to help our customers drive sales by continuing to offer a range that meets consumer demand.
“As the #1 World beer, we are excited to be launching the Corona price-marked packs, leading the way for the premium beer category. Our consumer research and market analysis has found price-marked packs offer a huge opportunity for retailers, especially as national lockdown restrictions start to lift, meaning customers can take advantage of the at-home occasion with friends and family, and enjoy a Corona outdoors as the weather gets better.”
Corona £5.99 price-marked 4-pack has been available since 24 May 2021.