Making waves in the on-trade

Mexican beer brand Corona launches in draught format

The Corona font, which is made of metal and wood, is designed to stand out at the bar

MEXICAN beer brand Corona is now available to the on-trade in draught format following the success of a 25-venue trial.

The test, carried out by Corona parent firm Budweiser Brewing Group UK&I, reportedly saw an 18% uplift in draught beer sales at participating venues.

The firm said Corona’s new bar font is designed to grab patrons’ attention.

Constructed from metal and wood, with a glass viewing pane and an illuminated Corona logo, the font also features a lime holder.

Corona’s ‘lime ritual’ is said to be crucial to delivering a perfect serve of draught Corona. Operators are encouraged to follow a four-step Corona serve: select the freshest lime; cut the lime into eight equal segments and select one for the beer; slice the flesh of the lime segment at the mid-way point; and place the lime on the Corona glass edge and serve.

Corona draught is the perfect addition to a venue’s offering, providing a premium experience.

Newly designed glassware has also been launched. Modelled on the Corona bottle, the lip of the glass folds slightly inwards and comes to an end where the neck of the bottle would begin, which allows the lime segment to sit on its edge.

Point of sale is available to operators as part of the launch and includes wooden lime holders, drip trays, font danglers and coasters.

Rory McLellan, on-trade sales director at Budweiser Brewing Group, said: “Corona draught is the perfect addition to a venue’s offering – it meets consumer demand for premium experiences, as well as our customers’ needs to drive increased value sales, improve their category mix and provide a super premium execution.”