the situation  

Men 35+ saw beer as a reward and social lubricant, but their choices felt limited.  Michelob Ultra played into the work/reward trope and other domestic lights reminded them of college days long gone. 

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the 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 flat on taste and experience. 

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the strategy

Introduce Corona Premier as the refined light beer for those who expect more. 

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the idea

Lower carbs. Lower calories. Higher expectations. ​

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the results 

• The most successful launch in Corona and Constellation history. 

• #3 fastest growing beer in the category. 

• #13 largest brand in the High End segment.

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