problem 

Men 35+ saw beer as a reward and social lubricant, yet faced limited choices - Michelob Ultra played into the work/reward trope and other mainstream domestic lights evoked memories of college days gone by. 

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insight 

It’s not “better-for-you” if any part of it sucks. And all of the “better-for-you” light beers were all falling short of expectations. 

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strategy

Introduce Corona Premier as the refined light beer for those with elevated expectations. 

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results

• Most successful launch in Corona and Constellation history 

• #3 fastest growing beer in the category 

• #13 largest brand in the High End 

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