Corona reveals first limited edition can

Corona has debuted its first ever limited-edition can for Corona Extra. The 'summer beach' can design is being targeted at Millennials, with the brand claiming that it is America's number one import for the last 20 years.

The design will be available to consumers across the US from early May, through the summer. Both secondary and primary can packages reflect the limited edition look, with secondary packaging for bottled formats doing so as well.

Corona overhauled its can packaging in 2015 with a complete redesign, with the brand claiming that this saw can sales double since then. It is hoped that the limited edition will build upon that success.

To further support the design, Corona is promoting a 'Corona Summer' campaign, which will include a new TV spot in the US, promotions on the music streaming platform Spotify, enhanced social media and POS activities and managed bar nights.

VP of marketing for Corona Extra, John Alvarado says: When you think of the summer, you think of Corona. Popping off the cap and dropping in a lime, instantly transports you to that carefree-state-of-mind no matter where you are. No one does summer like Corona, and we think this is the perfect way to capture the essence of what the brand means to our consumers."

23 April 2017 - Sam Coyne The Drinks Report, news editor