Corona launches first premium price-marked packs

Budweiser Brewing Group UK&I, part of AB InBev, has 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 per cent in 2020. At the same time, Corona 4-pack hit £6.8m sales, a growth of 45 per cent year on year. To maximise the sales opportunity presented by these spikes, Corona is launching £5.99 price-marks on its 4x330ml SKU.

Available in the Off-Trade since 24th 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 per cent 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 per cent in the convenience channel. As consumers continue to spend time at home, many are treating themselves, with 52 per cent 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 per cent, 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 per cent of respondents think they are less confusing and more transparent than their non-priced counterparts, while 63 per cent 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.