In this article:
- Corona is rolling out a nonalcoholic beer called Sunbrew 0.0.
- It contains 30%of the daily value of vitamin D per 330 ML serving and will be available in stores throughout Canada in January 2022
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Most of us don’t get enough vitamin D from the sun or our food alone. Doctors often prescribe or recommend over-the-counter supplements to make up for that. But it may be more fun to drink your vitamins in a new formulation of beer from Corona called Sunbrew 0.0.
January is a good time to roll out such an alcohol-free formula, not just because there is very little sun in Canada during this month but because it also is the time designated for giving up alcohol (dry-January, they call it).
But interest should extend beyond January based on indications of prevailing trends. The global no/low alcohol category total volume is anticipated to increase by 31% by 2024, According to IWSR.
While vitamin D offers a distinctive health benefit, Felipe Ambra, Global Vice President for Corona put emphasis on identification of the sun with the beach and relaxing outdoors, describing the imagery that will dominate its advertising:
“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,” he said.
Brad Weaver, Global Vice President of Innovation Research & Development for ABInBev, said it was not such a simple thing to integrate vitamin D into the beer because it is sensitive to oxygen and light, and not easily soluble in water.”
However, the company was determined to find a real brand differentiator and so persisted until it “was able to create the only non-alcoholic beer with vitamin D, providing a unique opportunity in the market.”
Corona Sunbrew 0.0% offers the value proposition of gaining 30% of the daily value of vitamin D for 60 calories per 330 ML serving. While it is currently only available in Canada, the company plans to roll it out in the UK and then to additional markets in Europe, South America, and Asia later in the year.
We are really excited about this one, to be honest. From the idea of actually “drinking the sun”, through going through the development of such a beverage, and all the way to the timing of the launch – everything about this new product screams authentic brand values, and caring for your customers.
Certainly, as competition in the low and no-alcohol alternative beers heats up, it makes sense to find something that makes your brand stand out. A dose of healthy vitamin D is a good way to do that, especially when appealing to those whose decision to abstain from alcohol is also motivated by health concerns.