AB InBev is launching the brand's new Sunbrew variety in Canada first to gain insights on how to best reach a growing consumer base.

Corona has a sunny disposition about the new, alcohol-free addition to its lineup.

The beer called Corona Sunbrew 0.0% is the brands entry into the increasingly competitive non-alcoholic space. It is launching first in the Canadian market, and boasts a 0.0% alcohol content that allows consumers to enjoy the essence of Corona including our brands beliefs to relax and disconnect but now without the alcohol, says Mike Bascom, senior marketing director for the brand in Canada.

The beverage is intended to tap into a growing market in which the brands parent company, AB InBev, already plays with other brands, like Budweiser Zero and Stella Artois 0.0. The company has previously announced plans for no- or low-alcohol beer to represent 20% of its global beer volumes by 2025.

Demand for non-alcoholic beverages in Canada climbed 12% in 2021*, making Canadians best positioned to be the first in the world to experience Sunbrew 0.0% and provide insights for future global rollouts, says Bascom.

This better-for-you appeal is directly targeted at the significant portion of the non-alcoholic beverage market composed of smart and sober curious drinkers who are seeking healthier lifestyle options.

While the space is highly competitive, Corona is banking on the strength of its brand and a key differentiating factor to set its brew apart: it maintains Coronas essence while also containing 30% of the daily value of Vitamin D per 330mL serving, says Bascom, and each bottle boasts a meagre 60 calories.

That Vitamin D content is a key part of the launch timing, which is capitalizing on the fact that Sunbrew is hitting shelves at a time when Canadians get less sunlight during the day. It features in a new video created by David Miami, which shows scenes of beaches teaming with life and activity as the sun rises.

The Sunshine, Anytime concept is also expected to be used when the product rolls out to other markets: a U.K. launch is planned for later this year, with other key markets in Europe, South America and Asia following.

The new offering is also part of a series of innovations from Corona designed to appeal to a broader range of socially conscious customers in recent years. In 2021, the brand announced the KeelClip packaging system, which reduces the amount of cardboard used in its cartons by 65%. It also partnered with the Global Innovation and Technology Center to introduce new packaging for its six-packs that employs surplus barley straw and recycled paper fibres**.

Corona is committed to continually innovating to meet consumer needs and evolve with the changing cultural trends across Canada. Corona Sunbrew 0.0% - along with our other innovations last year proudly showcase our ability to identity gaps, find solutions and seek opportunities for growth as a brand, says Bascom. Knowing that Corona Sunbrew is the only non-alcoholic beer that contains vitamin D in the world provides a unique opportunity in the market.

Corona Sunbrew 0.0% is now available in a six-bottle pack at select grocery stores in Quebec and will be rolling out nationally to beer stores, bars and restaurants throughout the rest of Canada in the next couple of months.

For more details, see the Corona Canada website and pages on Twitter, Facebook, and Instagram.

About Corona Canada: First brewed in 1925, Corona is a pioneer in the beer industry by being the first to use a transparent bottle showcasing its purity and high quality to the world. No Corona is complete without the lime. Naturally adding character, flavour and refreshment, the lime ritual is an integral part of delivering an experience that is truly unique to Corona. The brand is synonymous with the beach and celebrates time outdoors. It invites people to pause, relax and disconnect to reconnect with our essential nature. For more visit https://www.coronaextra.ca

Question :

1. Determine an advantage for using a product life cycle mode. Which are the marketing concepts?

2. Provide an advantage for using segmentation, targeting, and positioning in developing marketing strategies.

3. Provide benefits and drawbacks of using a viral market channel.

4. Identify and define the three key areas of the marketing environment. In your answer describe the key characteristics associated with each marketing environment.