US: Corona launches Cinco de Mayo promotion

By just-drinks.com editorial team | 20 March 2009

Crown Imports is to launch a grocery promotion for Corona Extra and Corona Light in the US for Mexican regional holiday Cinco de Mayo.

Money-off coupons will be offered to customers, Crown Imports said yesterday (19 March).

A selection of point-of-sale materials will be available to enhance store displays, including tuck cards, banners and a free recipe booklet on easel cards which contains recipes from the Corona brands and Old El Paso, Mission Foods and Tabasco.

"During Cinco when retailers advertise, promote and display the Corona Brand family, it delivers the highest lift of any beer brand," said John Swiatowiec, director of national accounts retail promotions for Crown Imports.

Crown Imports is a joint venture between Corona brewer Modelo and Constellation Brands.

Last month, Corona Extra launched a promotional drive across the UK in partnership with brand distributor Wells & Young's. A series of events are scheduled to take place in London, Manchester, Sheffield and Birmingham through to the end of March, beginning with a 'walking billboards' campaign.

Sectors: Beer & cider

Companies: Modelo, Constellation