Former NCAA Football Player and Bachelor Star to Lead Fitness-Focused Initiative at Corona Premier

Exciting News from Corona Premier

Corona Premier has just unveiled a new brand platform on April 26. In addition, they have appointed their first director of lifestyle, as revealed by information shared with Our Website.

The focus is on promoting an active lifestyle and highlighting the light beer as a choice to be enthusiastic about rather than a compromise. Advertising will be seen on out-of-home, TV, social media, digital platforms, radio, and TV.

Matt James, the brand's lifestyle director, TV personality, and former NCAA football player, will inspire others to lead an active lifestyle and support The Premier Club. This traveling activation offers tailored fitness and sports experiences.

Article Insight:

Corona Premier, the sister brand of Corona Extra, is revamping its marketing strategy amidst changes in the light beer category. This shift comes after the controversy surrounding Bud Light's collaboration with a transgender influencer led to a decline in sales. While other brands like Bud Light, Coors Light, and Miller Lite have been focusing on nostalgia in their recent marketing efforts, Corona Premier is emphasizing the importance of fitness as a way of life.

Corona's U.S. distributor Constellation Brands teamed up with BarkleyOKRP to launch a new campaign featuring Major Lazer's popular song "Light it Up." James, known for his appearance on "The Bachelor," will play a key role as the director of lifestyle for Corona Premier. He will be involved in the Premier Club and participate in various events.

The Premier Club has teamed up with Barry’s, a popular fitness chain known for its high-intensity workouts and trendy nightclub vibe. They will be offering specialty classes and tasting experiences in eight different markets. Additionally, on May 4, the light beer brand will be showcasing the Canelo vs. Munguia fight in Las Vegas in partnership with Premier Boxing Champion. Experiential activities are also in the works for the 2024 U.S. Open Golf Championship and the American Century Championship. Furthermore, the beer will be making its presence known in baseball with activations at Minor League Baseball stadiums nationwide.

The demand for light beer among consumers remains strong, with a market value of $374.9 million in 2023, and is projected to grow at an annual rate of 3.2%. Many brands have been focusing on enhancing their light and lighter beer options. For instance, in January, Molson Coors rebranded its ultra light beer Miller64 to Miller Extra Light to align with shifting consumer preferences towards low-alcohol products and move away from calorie-focused marketing strategies.

Editor's P/S:

Corona Premier's bold new marketing strategy, centered around active lifestyles and fitness, is a refreshing departure from the nostalgic approach adopted by many other light beer brands. This shift towards promoting well-being and fitness aligns with evolving consumer preferences, especially among younger demographics. By appointing Matt James as director of lifestyle and partnering with popular fitness chains like Barry's, Corona Premier is creating a strong emotional connection with health-conscious consumers.

The brand's emphasis on experiential activations, such as the Premier Club and partnerships with sporting events, further reinforces its commitment to an active lifestyle. By offering unique fitness classes, tasting experiences, and exclusive access to sporting events, Corona Premier is creating a community of like-minded individuals who share a passion for both fitness and premium beer. This approach positions Corona Premier as a brand that enhances and complements an active and fulfilling lifestyle, rather than a mere beverage choice.