THE CORONARITA PHENOMENON

Transcription

1 THE CORONARITA PHENOMENON

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5 Innovate Build on the popularity of the Coronita Rita! Iden6fy an account that can execute the program. Develop a clip that is func6onal in the on premise and brands the drink with Corona. The Result.. The Coronita Bo-le Clip!

6 Ideas On Bar Napkin All good ideas start out on a bar napkin!

7 The Perfect Solution The Coronita Bottle Clip Unique Presentation High Margin$ Gets Consumer attention at the Bar and at the Table Incremental Sales Opportunity Innovation in both the Beer and Margarita Categories Recipes can be customized by accounts to be a Signature Drink

8 The Cocktail The Logic The margarita is the #1 ordered cocktail and Corona Extra is the #1 ordered import beer The CoronaRita will ahract significant ahen6on from your customer, encourage trade- up, and provide incremental sales opportuni6es that will add more profits to your bohom line BEST PRACTICES when ac6va6ng a CoronaRita program : Target accounts that already have strong margarita sales Maximize CoronaRita visibility using perm or non- perm POS Source: Technomic 2010; SPECTRA, 2009 The Corona Margarita = A tradi6onal or frozen margarita accompanied by an upside down Corona, aka CoronaRita By the way the bohle is posi6oned, a subtle yet dis6nct Corona flavor slowly seeps into the margarita while the cocktail is being consumed The CoronaRita Clip secures the Coronita (7oz. bohle) to the margarita glass Two Different CoronaRita Clips For Two Different Types Of Glassware Straight Goblet/Mug Glass = Blue Clip Angled Margarita Glass = Yellow Clip The Profit Picture 1.25 oz. Tequila $ oz. Triple Sec $ oz. Lime Juice $ oz. Agave Nectar $ oz. Coronita $ Tbsp. Lime Squeeze $0.02 TOTAL Cost $1.80 Price to Consumer $7.99 Profit $6.19 Profit Margin 77%

9 CoronaRitas Broad Appeal and Na6onal Promo6onal Ac6vity Top 10 CoronaRita Retailers #1 #2 #3 #4 #5 Source: The BAR, April 2012 YTD #6 #7 #8 #9 #10 Top 10 CoronaRita Retailers Features & Promo=ons

10 CoronaRita Crea6ve The linked image cannot be displayed. The file may have been moved, renamed, or deleted. Verify that the link points to the correct file and location.

11 Profits Top 10 CoronaRita On- Premise Accts Driving Velocity and CX Bottles CoronaRitas CX Bttls + CoronaRitas COMBINED June 2012 YTD June 2011 YTD Trend % June 2012 YTD June 2011 YTD Trend % June 2012 YTD June 2011 YTD Top 10 CoronaRita Accts 110, ,972 1% 72,283 5,836 1,138.6% 183, ,505 58% Top 10 Corona Extra Accts that do NOT sell CoronaRitas CX Bottles Trend % Top 10 CX Accts that do NOT sell CoronaRitas June 2012 YTD June 2011 YTD Trend % 46,111 42,501-7% Key Take- Aways q q Among the Top 10 CoronaRita Accounts (Jun 2012 YTD): Corona 12oz. bohle trends remained in posi6ve territory (+1%) and cannibaliza6on was minimal CornaRitas contributed the majority of the incremental 67,600 cases to the overall Corona volume CoronaRita volume posi6vely impacted overall Corona trends by 57 percentage points The Top 10 CoronaRita accounts consist of 1,737 individual buying locatons The top 10 accounts have sold almost 1,750,000 CoronaRitas YTD The top 10 CoronaRita accounts added over $10 million in incremental profit with the CoronaRita Among the Top 10 Corona Extra accounts that do NOT sell CoronaRitas, CX bohle volume was down - 7% Source: The BAR, April 2012 YTD

12 The Evolu6on

13 Corona- Tito Experience the Newest Bloody Mary and the hohest new way to enjoy a drink!!! The Clip is the newest adventure in serving a cocktail!!!

14 Glass: 16 oz Cooler, Mexican Mar6ni Glass or Goblet Garnish: 2 Lime Wedges in Coronita Ingredients: 1 ¼ oz Tito s Handmade Vodka 4 oz Spicy Bloody Mary Mix 1 each Coronita Fill glass with 2/3 ice. Pour ingredients as listed. Push lime wedge into the neck of the Coronita bohle. Turn bohle upside- down into the clip on Top of the cocktail and serve.

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