AB InBev nearly doubled value sales of Corona in the past year to £95m, making it the UK’s fastest-selling lager brand.
Sales were up 90.2% to £94.4m on volumes up 121.6%, according to exclusive data for The Grocer [IRI 52 w/e 23 April 2016], which also revealed a significant 14.2% average price decline for Corona beers, suggesting heavy promotional activity.
The change in fortune for Corona - a sharp turnaround from last year when value sales of the lager were in double-digit decline [Nielsen MAT 25 April 2015] - follows AB InBev putting “unprecedented support” behind the brand after taking over distribution from Molson Coors in January last year, AB InBev marketing manager André Finamore de Sousa Amaral told The Grocer.
“We have managed to secure more feature and display, re-gained distribution in some key retailers as well as launching a 10x300ml format, while running in-store activations to give away ice buckets and tickets to our Corona Sunsets Festival,” he said. The brand would be “scaling up added value promotions” this year, he added.
Corona’s performance was “exceptional” considering the change of ownership, said IRI’s head of beer, wine & spirits, Toby Magill.
“In 2014, the brand was not being promoted by Molson Coors because the licence was coming to an end. It has since seen a major increase in promotional support.”
Corona had also benefited from demand for “super premium and world lagers”, said Magill. “The rise of premium and world lagers at the expense of more mainstream offerings is a reflection of the wider trend in the category of shoppers looking for authenticity, difference and a bit of cachet, as can be seen in the rise of craft ale and lager.”
No comments yet