Constellation announced that it is bringing a new hard seltzer to US markets; Corona Limonada will hit store shelves this June. Hard Seltzer News obtained early images of a 12-count mixed pack.
The news was confirmed by Constellation Brands President and CEO Bill Newlands. The new expansion is inspired by traditional Mexican recipes and flavors.
Corona Limonada is made with natural flavors and contains real fruit juice. It will be released in a variety 12-pack featuring four flavors: Classic Lemon Lime, Grapefruit, Strawberry, and Watermelon.
Each 12 oz. can contains 100 calories, and Limonada will be priced on par with the original Corona hard seltzer, launched in early 2020.
“[K]eeping with this theme of authenticity, amplified flavor and natural betterment attributes, we’re excited to announce Corona Hard Seltzer Limonada,” Newlands announced on the company’s Q4 earnings call.
“Inspired by traditional Mexican recipes, Limonada will break the mold by delivering authentic flavor with a splash of real lemon and lime from Mexico juice.”
Newlands also announced a major consumer marketing campaign from Constellation in support of Corona’s family of hard seltzers, which is part of their US beer lineup.
“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 Wall Street analysts.
Hispanic Connections
“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.”
Limonada translates as lemonade in Spanish, marking the latest of the Big Beer brands to enter with a lemonade hard seltzer. By choosing a Spanish word for the name of the product, the company’s brand team is connecting with the Spanish speaking population while creating a distinctive choice for others.
Shelf space for hard seltzer iterations is dwindling, so by being the only Limonada hard seltzer, it improves the chances for Corona. No attempt has been made by Constellation Brands to register “Limonada” with the US Patent & Trademark Office. The United States trademark law prevents protection of generic terms because that would be like granting a monopoly in the product.
Hard Seltzer Helps Constellation
The investment in its spied and sparkling segment perhaps comes as no surprise, as Corona Hard Seltzer carried the company’s beer category through a difficult 2020.
Although it only launched last spring, Corona quickly grew to become the #4 hard seltzer in the US. It is also the second fastest moving hard seltzer in the country, which is an impressive feat indeed.
You don’t need to read the stars to see why Constellation wants to invest in its spiked seltzer portfolio. Thanks is no small part to the seltzer, this week saw its stock trading near 52-week highs.
The Limonada announcement comes on the heels of Corona Hard Seltzer’s second variety pack, which brings four new flavors to the table – Passionfruit, Pineapple, Raspberry, and Strawberry.
Variety pack 1 includes Cherry, Mango, Tropical Lime, and the standout Blackberry Lime. Each can contains 90 calories, zero sugar or carbs, and is gluten free.
The Corona Hard Seltzer family also includes Refresca, a tropical flavored malt beverage. Ranging from 184 to 195 calories per can, Refresca comes in Coconut Lime, Guava Lime, and Passionfruit Lime. The flavors are perhaps a reference to the citrus fruit so commonly paired with a Corona cerveza.
Corona’s new Limonada will hit the market just in time for summer. With its citrus forward, Mexican inspired flavors, it is sure to make a splash this season. Expect to see the new option help the seltzer’s profile continue its rapid growth.
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