Corona Light for January launch

Barry & Fitzwilliam is to launch Corona Light, the Number One imported light beer in the US, to the Irish market in January 2012, the first time the brand will be exported beyond the US and Mexican markets.

And in line with the recent increase in bottle size for Corona Extra in Ireland, Corona Light will also be available in the larger 355ml bottle ensuring at least 7.5 per cent extra for the consumer vis-a-vis competing brands. Pricing will also be similar.

Following consumer trials conducted with Amárach Research during Summer 2011 – where both brand perception and taste tests proved extremely positive – B&F has decided that “the market is ready for something exciting and revolutionary in the light beer and overall beer category in Ireland”.

The light beer market here equates to about 50 million bottles per annum and “our aspiration for Corona Light is to have a 10 per cent market share in year one,” said B&F Managing Director Michael Barry.