The big guns were out in force at The Church with every man-jack from Corona importers and distributors Barry & Fitzwilliam there to do their bit for the brand – Michael and Kathleen Barry, Chris and Heather Murphy, Brian McGuinness and Kevin O Mahony. Also present, re-inforcing the importance of this, the first launch of Corona Light outside the US and Mexico, were a number of Mexican representatives of the brand from Grupo Modelo: Vice President & Chief Sales & Marketing Officer Jose Pares Gutierrez and General Manager of International Sales Daniel Gomez flew in all the way from Mexico just for this launch while Ricardo Mattos, Martin Orbea, Giovanni Colaiacovo and Gary Conway arrived in from Grupo Modelo Europa.
And things are looking good already.
It seems that the multiples – always a good barometer of future demand – have “experienced The Light”, as the slogan goes and ordered Corona Light (with an ABV of 3.9 per cent) in spades (or pallets).
Some 5,000 cases have already been ordered – and that’s only since its introduction to the trade two weeks ago.
We’re likely to have Corona Light all to ourselves for the rest of the year before Corona looks at Europe-wide distribution for the brand.