Nothing is more indicative of summer than an Instagram picture of someone’s knees against an endless, turquoise ocean. Of course the picture isn’t complete without a bottle of beer and it definitely can’t be just any beer, at least according to Corona.
“Through research with consumers, we know Corona is by far the number one beer associated with summer,” said John Alvarado, vice president of brand marketing. “From a marketing standpoint that’s what Corona represents. Over the last five years we’ve seen Corona continue to be the only top five beer brand to grow dollar share, especially during summer.”
And to capitalize on being everyone’s favorite beer of the season, for summer 2018 Corona is introducing packaging redesigns on all bottles and cans of Corona Extra and Corona Light. While Corona introduced a redesign for its cans last summer, this is its first time redesigning the bottle’s label.
Despite historically deciding not to alter the iconic packaging of the Corona bottle, Alvarado said the redesign has so far garnered a lot of favorable feedback.
“If you put that graphic on another beer it wouldn’t work, but on Corona, even in December, it would feel right,” he said.
After summer Corona will revert back to its traditional packaging, but the company is discussing what to do with the brand going forward. “We will evaluate and decide next summer: Do we repeat it or do we beat it?” said Alvarado.
Alongside the redesign, Corona has introduced a new spot in partnership with Cramer-Krasselt called “Take it From Summer” which highlights the redesign.