1. Taste Profile and Description Flavor Profile: Corona Light has a uniquely refreshing taste,...

Taste Profile and Description• Flavor Profile: Corona Light has a uniquely

refreshing taste, pleasant fruit-honey malt aroma with a clean and crisp finish

• Style: Pilsner style lager• Color: Light golden hue • Specifications: 99 calories per 12oz serving, 4.1%

alcohol by volume• Overview: Corona Light’s premium import taste

offers a refreshing change of pace from ordinary domestic lights. It was introduced in the United States in 1989 and became the first imported beer to sell more than one million cases in it’s first full year of distribution. Corona Light now sells over thirteen million cases and is larger than the next two high-end light beers combined. Corona Light is truly, America’s #1 imported light beer!

2Sources: 1. IRI Total U.S. MULC YTD Ending Nov 4 th 2012 2. Crown internal data 2012 BAR Case Equiv Depletions

Key Takeaway:Capitalize on increased media investment by carrying and promoting Corona Light which, will drive higher guest checks and profit!

National TV

Kenny Chesney National Tour Sponsorship

Corona Light Increasing Media Spend +9%; Driving Greater Consumer Awareness and Sales!

3

Apr May Jun Jul Aug Sept Oct Nov

Video / Digital (12 weeks)Sports Continuity (12 weeks)

NBA PlayoffsMLB Regular Season

Key Takeaway:

Capitalize on Corona Light’s advertising on high visibility properties like the NFL, NBA and MLB by featuring Corona Light during games to boost guest check averages, and profit!

4

2013 Corona Light National Calendar

5

Additional Marketing Support

New Graphic templates and OOH:

New 99 Calorie Messaging

New Facebook App (Now over 425K Facebook

Fans!)

6

On-Premise Analysis

6

Big Brands Have Something in Common, They Sell Well in Both The On and Off-Sale

7Source: NPD Group Beverage Alcohol Report - A Review of Beer - October 2012

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Beer Usage At Home (Sample avg. = 1.8%) Example: KrogerKey Takeaway:

• Brands located on or near the axis line demonstrate equal popularity in the On and Off-Sale which, indicates high household penetration

• Trade-Up your domestic light beer drinkers to High-End light brands like Corona Light to increase guest check averages and profit!

Bud Light

Miller Lite Coors Light

Yuengling

Michelob Ultra

8

Pricing and Assortment Important to Consumers When Deciding Where to Go On-Premise

Most Motivating Reasons to Choose a Place that Serves Alcohol:

Source: NPD Group, Beverage Alcohol Report Feb 2012Notes: At Least 25% Mentioning, Among Those Ordering Alcohol Away from Home – - 21-34 Year Olds (n=3,263)

Key Learning's: • Besides pricing, 25% said

“Variety of brands of my alcohol” influence where they go

• 28% of consumers said “Having my brand of alcohol” is important in their decision

• Carry and feature Corona Light to help bring more consumers into your establishment and maximize sales!

Corona Light is BIGGER than these Other Popular High-End Brands!

Key Takeaway: Carrying Corona Light satisfies consumer preference and drives increased guest checks and profit!

9Source: IRI Total U.S. MULC YTD Ending Nov 4th 2012

10

High-End Beer Velocity Growing

Key Takeaways:High-End beer velocity growing, driven by import lights (Highest drinks per

occasion since 2010)Domestic Lights declining, most recent quarter lowest number on tracker (2.4)Expand High-End Light assortment with brands like Corona Light to increase

guest check totals and profit!

Average # of Drinks ConsumedBase: Occasions that include each type of drink

Occasions3Q09

4Q09

1Q10

2Q10

3Q10

4Q10

1Q11

2Q11 3Q 11 4Q 11 1Q 12 2Q 12

Domestic Light2.8 2.9

2.62.9 2.6 2.8 2.6 2.6 2.5 2.6 2.5 2.4

Domestic Full Calorie 2.6 2.7

2.62.8 2.5 2.8 2.4 2.6 2.5 2.4 2.2 2.3

Imported Full Calorie 2.2 2.1

2.22.3 2.0 2.1 2.1 2.1 2.0 2.1 1.9 2.0

Imported Light1.7 2.1

1.72.6 2.1 2.2 1.9 2.0 1.9 2.0 1.7 2.2

Craft/ Microbrew1.7 2.0

1.92.4 1.9 1.9 1.8 2.2 1.9 1.8 1.9 1.8

Source: Technomic Co-Pilot Study 2012 10

Invest in High-End Light Beers For Long-Term Profitable Growth

11Sources: IRI Food/Drug Dollar Sales YTD Ending Oct 7th 2012 Beer Institute On-Premise case equivalent depletions YTDSept12 Profit projections estimated based on High-End Light category

Key Takeaway:• High-End light beer underdeveloped vs. domestic premium light beers• Each share point of domestic light traded-up to High-End light could

generate $13.8 Million Dollars of incremental profit!

Corona Light #2 High-End Light Beer and 2X Bigger Than the Next Closest Brand!

Source: IRI Total U.S. MULC YTD Ending Nov 4th 2012 Notes: 1. Sales velocity calculated using dollars per point of avg. wkly ACV wtd. dist 2. Top High-End Light Beer Brands Excludes Premium Domestic Extensions

Key Takeaway:• Corona Light is one of only two

High-End light brands growing• Add Corona Light to your

High-End light beer assortment to trade-up domestic light drinkers and drive larger guest check averages and profit!

12

5-yr High-End Light Sales Comparison

13

Key Takeaway:• Corona Light continues to grow while other high-end light brands decline• Include Corona Light in your high-end light beer assortment for long-term

growth and increased profits!Source: 2011 Beer Marketers Insights Annual Shipments

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en

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Ca

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qu

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+17.9%

-47.6%

-18.0%

-66.3%

5-year comparison

14

Corona Light Most Popular Import Light Beer and Adding Occasions

Key Takeaways:• While “Legacy” import light beers decline in their popularity/occasions…Corona Light

increases it’s dominant share of occasions and is accelerating!• Include Corona Light in your import light beer assortment and feature offering to

drive higher guest check averages and Profit!

4Q - 2010 2Q - 2011 4Q - 2011 2Q - 2012

39% 34% 41% 49%

29 26 32 26

16 23 14 13

- - - 3

Other 16 17 13 11

100% 100% 100% 100%

Source: Technomic Co-Pilot Study 2012Notes: (based upon all beer occasions where the brand is consumed/ordered). Occasions defined as when import light beers are ordered

% of Occasions That Included Each BrandBase occasions that include each type of import light beer

14

Corona Light Growing in all On-Premise Segments

15

Key Takeaway:Capitalize on Corona Light’s channel success by carrying and promoting Corona Light to drive higher guest check averages and PROFIT!

Source: Crown Internal Data, BAR Report, Equivalent Corona Light Depletions YTD Oct-12

Corona Light Most Preferred Light Beer Among Millennial Consumers!

% of On-Premise Consumers Age 21-29 Preference per Light Beer Brand

Source: Technomic, 2Q 2012 16

Key Takeaway:• When all top four light beers are offered…consumers choose Corona Light• Carry and promote Corona Light to drive bigger guest checks and profit!

Corona Light Consumers are Brand Loyal and Likely To Re-Purchase

17

70% Of Corona Light drinkers say they are “Very likely” to re-purchase

Source: Technomic Co-Pilot Study 2Qtr 2012Note: Question asked consumers, Likelihood of Re-Purchase Base: occasions that include each type of beer

Key Takeaway:Include Corona Light in your high-end light beer assortment for long-term growth and profits!

Corona Light Popular With Men and Women!

Source: NPD Group BAR: Beverage Alcohol Report - The Landscape - February 2012Note: Base: Past 3 Month Beer Drinkers Away From Home 18

Ran

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avor

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Drin

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1 Corona Light2 Samuel Adams3 Samuel Adams Boston Lager4 Dos Equis (Dos XX)5 Michelob Light6 Newcastle Brown Ale7 Amstel Light8 Fat Tire9 Shiner Bock

10 Bass Ale11 Labatt Blue12 Sierra Nevada13 Foster's14 Killian's15 Abita16 Leinenkugels (any variety)17 Michelob Amber Bock18 Shock Top19 Heineken Light20 Hoegaarden

Female Sub-Set Ranking (n=1,759)

• Key Learning:• Corona Light very popular with

Females, ahead of many popular High-End brands

• Take advantage of Corona Lights wide appeal to increase guest checks and profit!

19

P.O.S. Assets

19

20

Permanent P.O.S. and Graphic Template

CL Backlit Menu Board

CL Illuminated Backbar

CL Illuminated Btl Cap

CL 30“ and 72” Bottle Inflatable

CL Flip Flop Inflatable

CL A-Frame Menu Board

CL Oversized Btl Wooden

CL Wooden TT

20

Graphic Templates

21

Permanent P.O.S.

CL Can Mirror

CL Dominator Mirror

CL Brushed Aluminum Bucket

CL Can Backlit Can w/Neon CL Logo Dominator LED

Corona Light Mini

CL Palm Tree

CL Wave Dominator

CL Btl Tacker

CL Can Tacker

21

22

One-Page Feature Sell Sheets

22

Featuring a $4 Btlof Corona Light

Delivers More PROFIT!



Corona Case Study: $4 Corona Light vs. Domestic

Draft

Source: Crown Imports internal data and national estimates Oct 2012

As compared to draft beer, Corona Light

increases guest checks and delivers 79% more profit!

The Details: Profit margin per case (equivalent)

Corona Light bottles @ $4: $70

Domestic draft @ $3/pint : $39

Profits from 1 case of Corona Light (24 bottles) equals 32 pints of draft





COGS CL Bottle: $1.08/btHalf bbl : $.051/oz

23

Corona Case Study: $4.50 Corona Light vs. Domestic

Draft


As compared to draft beer, Corona Light increases guest checks

and delivers over 2X more profit!


Corona Light bottles @ $4.50: $82







COGS CL Bottle: $1.08/btlHalf bbl : $.051/oz

24

Featuring a $4.50 Btlof Corona Light


Featuring a $4.50 Btlof Corona Light


Corona Case Study: $4 Corona Light vs. Domestic

Bottles


As compared to domestic bottles, Corona Light increases guest checks and delivers 27% more

profit!The Details: Profit margin per case (equivalent)


Domestic bottles @ $3: $55

Profits from 1 case of Corona Light (24 bottles) equals 31 bottles of domestic beer





COGS CL Bttl: $1.08Domestic Bttl: : $0.72

25





Corona Case Study: $4.50 Corona Light vs. Domestic

Bottles


As compared to domestic bottles, Corona Light increases guest checks and deliver 49% more

profit!The Details: Profit margin per case (equivalent)








COGS CL Btl: $1.08Domestic Bttl: : $0.72

26

Featuring a $4.50 Btl of Corona Light


Featuring a $4.50 Btl of Corona Light


27

Over One-Third of all Import Lights Purchased is a Corona Light

Case Share of Import Light Segment Total US –Off-Premise

If an account carries any Import Light, IT SHOULD BE CORONA LIGHT!

Heineken Premium Light

Labatt Blue Light

OtherAmstel Light

Source: IRI Total U.S. MULC Case Sales YTD Ending Nov 4 th 2012

29

Appendix

29

Corona Light is BIGGER than these Other Popular High-End Brands!

Key Takeaway: Carry and feature Corona Light to maximize assortment and drive larger guest checks, increased revenue and profit!

30Source: IRI Total U.S. MULC YTD Ending Nov 4th 2012

$136,678,200

$158,930,400

$140,519,800

$163,280,200

$100,282,200

$53,197,930

$59,158,160

$24,506,830

$67,762,030

$180,267,700

1. Taste Profile and Description Flavor Profile: Corona Light has a uniquely refreshing taste,...

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Transcript of 1. Taste Profile and Description Flavor Profile: Corona Light has a uniquely refreshing taste,...