Corona wants you to say “hola!” to its new Hard Seltzer Limonada… en español, of course.
In one of this summer’s most delicious campaigns, Corona is introducing its new spiked and sparkling Limonada hard seltzer via a voice activated vending machine.
Legal drinking age (LDA) fans are dispensed a 12 ounce can of the new hard seltzer if they can correctly request it in Spanish, or “Dame una Corona Hard Seltzer Limonada, por favor.” (“Give me a Corona Hard Seltzer Lemonade, please.”)
“I should have paid attention in Spanish school,” one frustrated fan lamented. “I should have!”
The interactive vending machine was installed on the Las Vegas Strip, which famously allows for open alcohol containers in public.
Fans who knew how to ask were able to sip on a Limonada as they strolled down the Strip, whereas those who need to brush up on their Spanish were given a one month subscription to the language learning app Duolingo.
The Corona brand team posted a fun video of the vending adventure on YouTube.
The new line is “inspired by the traditional Mexican Limonada recipes we all know and love,” the brand says on its website. “Made with a splash of real lemon and Mexican lime juice, it’s got a refreshing taste full of bright citrus flavors.”
It is currently available in four flavors – Classic Lemon Lime, Grapefruit, Strawberry, and Watermelon. Each can contains 100 calories, 3 grams of sugar, 3 carbs, and 4.5% ABV.
The iconic cerveza brand introduced its new hard seltzer expansion this summer, after announcing it in April on an earnings call.
“Keeping with this theme of authenticity, amplified flavor and natural betterment attributes, we’re excited to announce Corona Hard Seltzer Limonada,” said Bill Newlands, president and CEO for Constellation Brands (NYSE: STZ).
The launch was accompanied by a major investment in advertising across Constellation’s spiked and sparkling portfolio.
“To support the expansion of all Corona hard seltzers, including Limonada, we 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 and will include investment in premium sports properties,” Newlands told analysts.
The vending machine on the Strip was a clever way to promote the brand’s ties with the Latin community.
“The plan also includes significant levels of Spanish language support to lean into Coronas trends with Hispanics,” Newlands said in April. “Last year, nearly 20% of Corona Hard Seltzer’s volume came from Hispanics, an index of 136 versus the seltzer category.”
Corona first released its eponymous hard seltzer in 2020, and it quickly entered the top five seltzer brands in the US, settling in at an impressive #4. The seltzer carried Corona’s cerveza through a difficult year, so the large investment in spiked and sparkling makes good fiscal sense.
The original Corona Hard Seltzer is currently available in two variety packs. The first contains Blackberry Lime, Cherry, Mango, and Tropical Lime, while the second saw the addition of Passionfruit, Pineapple, Raspberry, and Strawberry.
Each serving of the original flavors contains 90 calories, no sugar or carbs, and is gluten free.
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