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March 21, 2022

Constellation Brands’ Corona Hard Seltzerita – Product Launch – FABs in the US data

Constellation is mixing up its Corona hard seltzer stable

By James Beeson

  • Category – Alcoholic sparkling water, 6% abv
  • Available – From this month
  • Location – The US, available nationwide
  • Price – TBC

Constellation Brands has added four new expressions to its Corona hard seltzer range in the US.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
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by GlobalData
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Corona Hard Seltzer Seltzerita is the latest innovation from Constellation and combines sparkling water with margarita flavours from added Mexican lime juice, agave and cane sugar. The range comprises:

  • Classic Lime
  • Peach
  • Mango
  • Strawberry

The line extension is available now in selected, unspecified retailers nationwide in a 12-pack of 12oz (35cl) cans. An SRP for the pack was not immediately available.

“We’re excited to provide our fans with an innovative product that fuses the traditional flavours of a classic margarita with a refreshing Corona perspective,” said Constellation’s director of Corona brand marketing, Ryan Anderson. “Seltzerita speaks to our exceptionally bold and authentic heritage, inspiring drinkers of Corona to live ‘La Vida Más Fina’ [the fine life] wherever they may be.”

Corona Hard Seltzer is currently the subject of a legal tussle between Constellation, which owns the rights to produce and distribute the Corona brand in the US, and Anheuser-Busch InBev. A-B InBev alleges Constellation breached the terms of their licensing agreement with the initial brand extension at the start of last year.

Flavoured alcoholic beverages are in high demand in the US at present, with the category increasing by a compound annual growth rate (CAGR) of 20.9% since 2017, according to GlobalData. Tougher times are predicted ahead for hard seltzer, however, with the sub-segment’s growth predicted to slow in 2022 and beyond.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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