Houston beer consumers given first opportunity to enjoy iconic brand on tap
HOUSTON (March 10, 2014) – Corona Extra has had many exciting milestones during its nearly 35-year history in the U.S. – including becoming the #1 imported beer and the #5 overall beer – and the iconic brand is once again making history with the addition of draft. Corona Extra is now available on draft in Houston as part of a select market test rollout.
“With draft beer accounting for approximately 10 percent of the industry as a whole, this is an historic opportunity to offer our flagship beer, Corona Extra, in the draft format,” said Jim Sabia, chief marketing officer for Constellation Brands Beer Division, exclusive U.S. brewer, importer, marketer and supplier of Corona Extra. “Based on our success of Corona Light draft, we believe Corona Extra draft will play a key role in our growth, allowing us to reach new consumers while providing our loyal customers with more options.”
As part of the local rollout, Corona Extra will put an emphasis on targeting existing drinkers, while aiming to attract new consumers to the brand. The initial introduction of Corona Extra draft will be supported with local marketing activity, including outdoor billboards, trade ads, point of sale, social media and in-store signage, particularly in the summertime and around key holiday periods.
“We are confident that both Houston area Corona enthusiasts and brand newcomers will opt to experience Corona Extra draft at bars and restaurants when given the opportunity, alongside bottle purchases in establishments and at retail,” added Sabia. “We are thrilled to evolve this beloved brand to now be available in a pint and, as always, topped off with a fresh slice of lime, right on the glass.”
Houston is one of only three cities in the U.S. to be included in the initial market testing. Local distributor, Silver Eagle Distributors, will begin rolling out Corona Extra draft to select bars and restaurants beginning March 10.
“We are thrilled to be one of the first markets in the U.S. to receive Corona Extra on draft,” said John L. Nau, III, president and CEO, Silver Eagle Distributors. “Having such an iconic brand on draft is something our consumers have wanted for a long time. With warmer weather right around the corner, now is the perfect time for Houstonians to pull up a bar stool and enjoy this tried and true favorite in a glass.”
In addition to the product rollout, Silver Eagle will also be hosting sampling events at select bars throughout the launch week.
About Constellation Brands Beer Division
Constellation Brands Beer Division is the exclusive brewer, marketer and supplier of a portfolio of high-end, iconic, imported beer brands for the U.S. market. The portfolio includes Corona Extra (the #1 imported beer in the U.S. and #5 beer overall), Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria beer brands. The Beer Division also imports the Tsingtao beer brand in the U.S. For more information, visit www.cbrands.com.