October - December
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October - December PowerPoint PPT Presentation


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October - December. Corona Beer Displays Drive Holiday Cheer. Dollar Share of Beverage Alcohol – US Food. The Beer Category outsells all of the other Beverage Alcohol Segments during the Holiday Season. Beer holds a 46% share of dollar volume in Grocery stores October through December.

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October - December

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October - December


Corona Beer Displays Drive Holiday Cheer

Dollar Share of Beverage Alcohol – US Food

  • The Beer Category outsells all of the other Beverage Alcohol Segments during the Holiday Season.

  • Beer holds a 46% share of dollar volume in Grocery stores October through December.

  • Beer trends are also up +1.5% during this key selling window.

Wine

35%

Beer

46%

+3.9%

+1.5%

Spirits

Champagne

15%

4%

#1 High-End Beer

#1 Import Light

Source: IRI 10/3 - 1/2/11, Total US Food, Dollar Sales


Drive Extra Dollars With Corona for the Holidays

Memorial Day Execution Level

% Display Execution

$1.0 Million

Opportunity

% Display Execution

$1.1 Million

Opportunity

Closing Display Gaps on non-holiday week Feature Ads to average Summer Levels Achieves an additional $1.4 Million in Opportunity Revenue

$3.5 Million Total Opportunity

When Displaying Corona at Summer Levels

IRI InfoScan, Total US Food, 2010 2 Week Holiday Periods


Components of Corona Display Holiday Success

National Value Added

Displays

“O Tannen Palm”

Iconic Commercial Returns

+3% vs 2010 TV Schedule


Why Display Holiday Cheer with Corona Beer?

#1

Corona Extra High-End Brand Ranking 2

#2

Corona Extra 12 Pack Ranking among Beer skus in Total U.S. Grocery 2

#3

Corona Light 12 Pack Ranking among Import Beer skus in U.S. Grocery 2

Dollar Lift of Corona during the Christmas/New Year Holiday in 2010 – Highest of any Import 1

+132%

-21%

Corona Display Gap for Feature weeks compared to Summer Weeks

$3.5 Million

The Opportunity when that gap is closed October - December

(1) IRI InfoScan, Total US Food, 1 Week Ending Dec 26, 2010 ;(2) IRI InfoScan, Total US Food, 52 Week Ending Dec 31, 2010


Corona Beer Displays Drive Holiday Cheer

Dollar Share of Beverage Alcohol – US Drug

  • The Beer Category outsells all of the other Beverage Alcohol Segments during the Holiday Season.

  • Beer holds a 46% share of dollar volume in Drug stores October through December.

  • Beer trends are also up +8.7% during this key selling window.

  • Christmas/New Year Holiday is the #1 Sales week for Corona in the Drug Channel

  • Thanksgiving is Corona’s #5 sales week in the Drug Channel.

Wine

21%

+23.6%

Champagne

Beer

46%

4%

+8.7%

+11.4%

Spirits

15%

-1.1%

Source: IRI 10/3 - 1/2/11, Total US Drug Dollar Sales


Corona Sales hit Annual Peaks During the Holidays in the Drug Channel

Labor Day Execution Level

% Display Execution

#5 Week of the Year

$115,000

Opportunity

% Display Execution

#1 Week of the Year

$278,000

Opportunity

$400,000 Opportunity

When Displaying Corona at Summer Levels

IRI InfoScan, Total US Drug, 2010 2 Week Holiday Periods


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