Corona Hard Seltzer has quickly become a fan-favorite since its launch in the spring of 2020. Just a few short months after the Constellation Brands’ beverage debuted, it had already become the #4 hard seltzer in the country by market share.

The brand controls an IRI market share of 6%, coming in behind Mark Anthony Brands’ White Claw, Boston Beer’s Truly and Anheuser-Busch’s Bud Light Seltzer. Corona is performing impressively across demographics, however the hard seltzer is performing particularly well amongst Hispanic consumers. Constellation intends to foster this relationship by strengthening its presence in the Hispanic community.

William Newlands, President and CEO of Constellation Brands, recently announced plans to support Corona’s growing line of hard seltzers with a sizable marketing investment. “[W]e plan to invest approximately $60 million across all marketing touch points to maintain the number one share of voice in seltzers during the critical summer months…” Newlands shared with Wall Street analysts. “The plan also includes significant levels of Spanish language support to lean into Corona’s trends with Hispanics. Last year, nearly 20% of Corona Hard Seltzer’s volume came from Hispanics, an index of 136 versus the seltzer category.”

The Hispanic demographic continues to grow in the US. According to the US Census Bureau, the Hispanic population in this country is 60.6 million strong as of 2019 and accounts for 18.5% of the total US population. The Selig Center for Economic Growth at the University of Georgia estimates that Hispanic consumers represent $1.5 trillion in total buying power, a statistic which has risen 212% this decade alone. Like Corona, brands marketing to the growing Hispanic community are seeing enormous returns.

During the most recent earnings summary, Newlands talked about Constellation evolving with its Hispanic demographic in an effort to continue offering beverages that resonate with the community. “We’re also seeing over-development in the Hispanic community with our Corona Hard Seltzer. So, we are reaching into that community by again meeting new occasions and meeting new consumer needs with those particular products,” stated Newlands, “…[W]e are very comfortable with the growth profile that we see in the Hispanic community with our iconic portfolio from Mexico and we think the Seltzer element is going to be an important and hopeful part of continuing the with the Hispanic community.”

Corona Hard Seltzer is sold in eight flavors including Tropical Lime, Blackberry Lime, Mango, Cherry, Pineapple, Raspberry, Strawberry and Passion Fruit. Each 12 ounce can contains 90 calories, no carbs or sugar, and an ABV of 4.5%. Like most of Corona’s repertoire, the flavors are listed in english and spanish on the can.

Last month the brand introduced Corona Hard Seltzer Limonada. Limonada, which means “lemonade” in Spanish, is “inspired by the traditional Mexican Limonada recipes we all know and love.” The drink is available in four flavors such as Classic Lemon Lime, Watermelon, Grapefruit and Strawberry. A 12 ounce serving contains 100 calories, 3 grams each of carbs and sugar, and an ABV of 4.5%.

Corona also offers ready-to-drink (RTD) canned cocktails. Corona Refresca, a line of tropical-inspired cocktails, comes in Coconut Lime, Passionfruit Lime, and Guava Lime flavors. A 12 ounce can contains an ABV of 4.5%. Corona Refresca Más boasts an enhanced ABV of 8% and is available in Mango Citrus.

Constellation hopes to leverage Corona Cerveza’s popularity in the Hispanic market to solidify Corona Hard Seltzer as a household name within the demographic, “We’re also seeing high Hispanic penetration rates for the brand versus other hard seltzers, which we believe will be a key growth driver going forward and a major point of differentiation within the fast-growing demographic in this country. We believe the refreshment attributes of seltzer, combined with a halo effect of the Corona brand, which remains one of the most loved beer brands, provides an opportunity to build one of the strongest hard seltzer brands in our industry,” Newlands explained.

Corona isn’t the only Mexican brand in Constellation’s US lineup. The alcohol beverage company is also home to Modelo, Pacifico and Victoria beers. Additionally, Modelo offers a ready-to-drink (RTD) canned Michelada. Micheladas are a popular Mexican drink typically made with beer, tomato juice, lime juice and a variety of sauces and spices.

Constellation Brands recently announced its intent to go after Bud Light Seltzer’s #3 position in the seltzer market. If the Corona brand continues to nurture its relationship with the Hispanic community, that could happen much sooner than anticipated.

Shirani Jayasuriya
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