World: Corona launching non-alcoholic beer containing 30% of the daily value of vitamin D
Global beer brand Corona is launching Corona Sunbrew 0.0%: with the non-alcoholic beer containing 30% of the daily value of vitamin D in a 330ml serving, the Beverage Daily reported on January 5.
The brand will debut in Canada this month: followed by the UK later this year and then other key markets in Europe, South America and Asia.
The ‘innovative, first-of-its-kind, non-alcoholic beer’ contains a 30% daily value of vitamin D (as per Canadian guidelines) to link in with the brand’s outdoor ethos, coming in at 60 calories per 330ml serving. The Sunbrew is made by extracting alcohol from Corona Extra and then blending the non-alcoholic beer with vitamin D and natural flavors.
“As a brand that was born on the beach, Corona embraces the outdoors in everything we do, because we believe that outside is where people best disconnect and relax. The feeling of the sun is one of the things that people love most about the outdoors and the Corona brand is always innovating to remind them of that feeling,” said Felipe Ambra, Global Vice President for Corona.
“Now, we’re excited to offer consumers Corona Sunbrew 0.0%, the first non-alcoholic beer with vitamin D, reinforcing our desire to help people reconnect to nature, anytime.”
Using vitamin D in the brewing process meant overcoming numerous challenges, added Brad Weaver, global vice president of Innovation Research & Development for AB InBev.
“The journey was not easy as vitamin D is sensitive to oxygen and light, and not easily soluble in water. But thanks to our ongoing investment in innovation and research and development, our team was able to create the only non-alcoholic beer with vitamin D, providing a unique opportunity in the market.”
Corona Sunbrew 0.0% will first launch in Canada, with the winter launch carefully targeted for the time of year where most Canadians experience limited sunlight, making it ‘an ideal market to launch an innovation from a brand synonymous with the beach and celebrations outdoors’.
To help support the launch of Corona Sunbrew 0.0%, Corona will unveil a new creative campaign capturing the enjoyment of “Sunshine, Anytime”: filmed on a pristine beach in Costa Rica to capture outdoor living and the energy of the sun.
Following the Canadian launch, the brand will then roll out to other global markets throughout the year and beyond.
Corona Sunbrew 0.0% is being launched by AB InBev (the world's largest brewer operates the brand outside the US while Constellation Brands manages the brand in the US): joining brands such as Budweiser, Stella Artois and Leffe in offering a non-alcoholic alternative to the flagship brand.
According to IWSR, the global no/low alcohol category total volume is forecasted to grow by 31% by 2024. And AB InBev wants to see non-alcoholic beer account for 20% of its portfolio by 2025: a considerably larger chunk than the 8% share non-alcoholic beer took in its portfolio in 2019.
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