Stretching an Iconic Brand into New Territory

Corona Refresca

Millennial and GenZ consumers are experiential and always on the search for new flavors and new ways to enjoy their beverages. Constellation Brands saw the opportunity to extend the powerful Corona portfolio to meet these flavor seekers through a new line of Mexican-inspired-flavored malt beverages. They tapped Trinity to help create Corona Refresca, a light, refreshing, flavorful non-beer beverage that would expand the meaning of the Corona brand and break new ground in the seltzer/FMB category.

New Product Development
Naming
Portfolio Architecture Strategy
Creative Strategy
Identity Design
Packaging Systems Design
Category, Audience & Brand Audits
Copywriting

Trinity brought the new brand’s flavorful refreshment to life through naming and design, separating Refresca from existing negative perceptions of FMBs as overly sweet or artificial tasting. We carefully balanced Corona equities with the category drivers to deliver on taste promise and ensure consumers understood this was not a flavored Corona. Refresca has delivered incremental growth to Constellation and to the entire FMB category, with a Hispanic index of 205. Refresca, the first non-beer beverage innovation in the brand’s 37-year history, continues to grow - expanding its flavor offerings and introducing a new, higher ABV line extension.