Beverage Dynamics

Beverage Dynamics May/June 2015

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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Summer Beers May/June 2015 • Beverage Dynamics 45 the Beer Division, points out that "many of our beer brands are inextricably linked to summer," citing the Corona Extra "Find Your Beach" year-round campaign. "So, we have a number of programs/initiatives aimed at positioning our beer portfolio as the perfect complement to carefree enjoyment during the sum- mer with family and friends, while maximizing growth potential for our distributor and retailer partners during this timeframe," he says. In particular, Constellation is pushing the newly redesigned Corona Extra can, as consumers expand their activities to ven- ues where glass is not allowed, such as beaches, golf courses and camp sites. The Victoria brand is also being launched in cans for the first time: special promotions at retail will high- light the cans for both Father's Day and the Fiestas Patrias set of Mexican patriotic holidays. In terms of volume, "imported beer" is nearly synonymous with "Mexican beer" in the U.S. market. Logically, a lot of summer promotions emphasize the multicultural nature of their brands. Tecate will expand its appeal to "bicultural consum- ers who identify equally with their Mexican and American heritage," with its "Born Bold advertis- ing campaign, in both Spanish and English versions." Corona Extra's bi- lingual packaging, designed to drive participation in the summer EXTRA promotion, includes in-pack codes and summer-themed prizes. Television cam- paigns for Modelo Especial emphasize consumers' Hispanic heritage, values and attitudes. New packaging for Victoria will include collectable Mexican art coasters. of Radler, as well as the full array or marketing support." Jacob Leinenkugel Brewing Co., the multi-generation her- itage brewery that is part of MillerCoors' Tenth and Blake specialty division, is building on the popularity of its Summer Shandy with the introduction of Grapefruit Shandy. "The grape- fruit beer market grew triple digits last year," notes Corrigan, "and this tart, refreshing shandy will capitalize on that growth." However, unlike a traditional shandy, this version appears not to be diluted with lemon soda, maintaining a more typical beer strength of 4.2 percent. At Anheuser-Busch InBev, the Shock Top brand has been based, like Coors' Blue Moon, on a traditional European wheat beer, the Belgian wit or white beer style. As first introduced, Shock Top, like the original wit style, was brewed with the addi- tion of orange and other citrus peels and coriander. This summer, Shock Top announced the return of Shock Top Lemon Shandy, which stays faithful to the wit template, but emphasizes lemon instead of orange. At 4.2 percent, this is also typical beer strength, so recommended after (not during) a summer after- noon cycling trip. Meanwhile, Blue Moon, the American beer that first popu- larized the wit beer for the U.S. mass market, has grafted that style onto the unstoppable craft darling, India pale ale, releas- ing Blue Moon White IPA in April. The characteristically bitter IPA and the citrusy, herbal wheat-based wit styles may not be natural partners in anything but marketability, but Blue Moon promises "the best of two styles together." COOL DOWN WITH SUMMER IMPORTS Among imported beers, Dos Equis is also capitalizing on the popularity of wheat beers for the summer, having re- cently introduced Dos Equis Azul, "a blend of signature golden wheat lager and blue agave." Importer Heineken USA is offering Azul in a mixed Fiesta Pack, together with its other Mexican beers: Dos Equis Lager, Tecate and Sol. Such variety packs are consistently popular with con- sumers, offering an easy source of beer choices without the expense of purchasing entire sixpacks. But even variety craves variety: the brand hopes to keep the collection fresh by replac- ing Azul with Dos Equis Roja, "a distinctive red lager crafted with Mexican malted barley and hops," later in the season. To attract consumers' attention, Dos Equis will unveil its summer Luna Rising promotion, "built around the theme 'As the moon rises, so do the possibilities!'" The brand promises to give its young target audience what they desire most: "more interesting and memorable summer experiences." At Constellation Brands, importer of top-selling import Co- rona, Michael McGrew, Senior Director of Communications for

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