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

October - December


Corona beer displays drive holiday cheer

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

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

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

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 cheer1

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

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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