1st BATCH OF FILES AVAILABLE NOW!

Despite a soft year for flagship Corona Extra and an outsized decline in Hispanic consumer spending, the Corona brand family "sits at an all-time high" share right now, veep of brand mktg Rob Nelson highlighted at Constellation's Gold Network Summit. It "continues to grow share," bolstered by Sunbrew (the #1 innovation and #5 share gaining brand in the industry last summer), Corona non-alc (the #5 brand in the segment and "2nd biggest share gainer with depletions up 62% this past year") and Familiar (a "14 million case powerhouse that was up almost 13% in 2025"). To get beyond growing share and back to overall growth, it's "critical we stay the course," said Rob. Halo effect from the brand's master campaign fuels "over 80%" of sales generated by media for Corona subbrands, he added. So in 2026, co will deploy a "powerful" media strategy that ranks among top share of voice players in the category with spend levels "ahead of our share position."For flagship Corona Extra, key priority is expanding occasions with existing consumers. And that includes a push for greater availability in convenience. C-stores "contributed 30% of total brand declines this past yr, with 60%" coming from indie stores, Rob underscored. But in 2026, co will look to get behind "workhorse" value SKUs like Coronitas in that channel, including a new 12pk Coronita bottle SKU. Cans are also a key oppy for the #1 bottle brand in the biz: Corona's 24oz cans grew 6% over the last 12 mos, and 6 of 7 of its can SKUs are up. Corona 12pk cans "still have runway for more with a 22-point distribution gap with Especial.""Win Back Summer"; MLB Sponsorship Adds World Baseball Classic, Expanded Roster On mktg front, brand aims to deepen ties across sports, summer and Feliz Navidad. Sports presence will again be anchored by Corona's role as official cerveza of Major League Baseball. Latest evolution, "This Is Our Playa," is a season-long platform seeking to bring "the beach mindset to the ballpark," including official sponsorship of World Baseball Classic plus big opening day presence and an expanded player roster, co announced this morn. With 1/3 of annual Corona volume sold between Jun-Aug, the brand "must defend our turf here" and "win back summer," added Rob. Come holiday time Corona will air its iconic "O Tannenpalm" ad for its 36th year, airing spots over NFL's Christmas Day games as well.Increased Media to Support Sunbrew's "Immense Potential"; 60% Incremental Consumer Base After a strong year 1 for Corona Sunbrew, Constellation is committed to "investing ahead of" the brand's "immense potential," Rob commented. It's planning to increase media spend on top of last year's "already heavy launch levels." The brand delivered near 60% incrementality to Constellation's consumer base last yr and is viewed as a key recruitment vehicle for younger LDA consumers.Sunbrew will run back its "Juicy Corona" campaign in yr 2 after garnering ~1 bil impressions last yr, adding more influencer partnerships to its digital-first mktg strategy. It'll also team up with what Rob dubbed "the biggest streaming show with all of Gen Z," Love Island, becoming the "exclusive beer" for Love Island Beyond the Villa. Sunbrew built a strong distribution footprint in yr 1, already in 84% of large format natl accounts. But co sees significant runway as it's in just 25% of small format natl accounts, 62% of regional chains and 68% of tier A accounts, Rob showed. In 2026, the brand will add 12oz 12pk slim cans to its lineup.NAs Still "Booming"; Premier Poised for "Breakout Year" Corona non-alc will continue carving out its place within "booming" NA segment that's grown sales 250% over the last 5 yrs, according to Rob. Alongside 12pk cans and sustained growth of 6pk bottles (3d largest SKU in segment with "depletions up 11%"), co launched 12pk bottles just in time for Dry Jan, which got off to "strong start." Familiar will get a boost from new on-prem blitz this spring. And at new superpremium price point, Corona Premier grew volume 9% in January Circana scans, Rob highlighted, "a major turnaround from years of decline." The brand remains co's #1 light beer priority and is "poised for that breakout year."

Corona Brand Fam Climbed to "All-Time High" Share; Continuing to Spend "Ahead of" Position

Publishing Info