Corona Extra, Corona Light to Get New Packaging in 2012

First time in the brand's history entire line will adopt new design elements

Published in CSP Daily News

CHICAGO -- Crown Imports LLC has announced new primary and secondary packaging designs for its top two brands, Corona Extra and Corona Light, set to hit shelves in spring 2012. This marks the first time in the brand's history that the entire line of packaging will adopt new design elements. While the bottles will keep their iconic look, the enhanced packaging will help differentiate the brands through color and graphic changes.

"The new primary and secondary packaging design changes are subtle, but will make a positive impact at retail," said Jim Sabia, chief marketing officer of Crown Imports. "Corona is a beloved brand that embodies the mindset and lifestyle that consumers aspire to--positive, relaxed, easy going."

Collectively, Corona represents more than 75% of Crown Imports' volume. Corona Extra will adopt a blue and white color palate. Corona Light will take on the brand's yellow and white color scheme. Both will add an SKU identifier to the top left corner and feature refreshing bottle graphics on the side panels.

Another notable change for Corona Light will be a new lock up with the crown design featured atop the logo. The 12-pack secondary packaging for cans will look like the bottle secondary packaging, allowing for a better billboard at retail and helping the brands appear in a more uniform fashion.

Chicago-based Crown Imports is a joint venture that imports distributes and markets the Modelo portfolio and other beer brands across the entire United States. The Modelo portfolio includes Corona Extra, Corona Light, Modelo Especial, Negra Modelo and Pacifico beer brands. Crown Imports is a 50-50 joint venture between Grupo Modelo SA de CV, a leading Mexican company in the brewing, distribution and sale of beer and Constellation Brands Inc., a leading international beverage alcohol producer, importer and marketer.