Research from WWA UK Beer Drinker Survey found almost two thirds (66%) of drinkers only consume beer on draught and 81% believe this format is more sociable.
A new glass has been designed for the launch of Corona draught, 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, allowing the lime segment to sit on its edge.
Lime ritual
The brand is also aiming to keep the ‘lime ritual’ integral to the Corona serve on draught and pubs serving it are asked to follow a four-step serve.
This includes selecting the freshest lime, cut into eight equal segments with a slice in the flesh of the fruit halfway up and placed on the glass edge before serving.
There will also be PoS material for pubs that serve Corona draught with coasters and A-boards alongside a wooden lime holder, wooden drip trays and wooden font danglers.
Venue's offer
The font tower, which is plastic-free, has a metal and wood design with a glass viewing pane that shows the liquid alongside a lime holder. Font badges and wooden tap handles are also available.
The brand will also be providing digital toolkits to help drive awareness. Geo-targeted communications will also aim to alert consumers of the nearest Corona draught venue.
Budweiser Brewing Group, which makes Corona, on-trade sales director Rory McLellan 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.
“From the trial, we have seen Corona draught has added value and volume sales to Corona in bottle.”
