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Better-for-you beer gets premium positioning

Corona introduces a low-calorie, low-carb beer with elegant packaging that positions the beer as the better choice, with Corona’s master brand assets reimagined for the super-light space.

New Corona Premier 12-ct case, cans
New Corona Premier 12-ct case, cans

Luxury packaging for food and beverages often signals a decadent product inside, and many times with decadence comes excess calories or carbs. With its package design for a new Corona variant, Corona Premier, Trinity Brand Group turned that proposition on its head, using premium packaging to signal a beer that offers more with less—a better-for-you reward, rather than a guilty pleasure.

The Corona Premier project followed closely on the heels of Trinity’s redesign of Constellation Brand’s 99-calorie Corona Light beer, a lighter alternative to the flagship product, Corona Extra. With Premier, Constellation wanted to create its lightest beer yet—90 calories—with low carbs as well. The beer was to be targeted at men aged 35 to 55 seeking products that fit their active lifestyle while supporting their desire to make healthier choices.

In mid-2016, Constellation looked to Trinity for a name for the new variant, along with a packaging strategy that would clearly differentiate it from Corona Light.

Through researching the beer category as well as looking at better-for-you-brands outside the category, Trinity identified a shift in the way CPGs were positioning healthy alternatives. “We looked at products like Soy Joy, Pepsi Max, and Nourish,” says Erin Paul, Director of Design Strategy for Trinity. “Those are all brands in the better-for-you space, and they all sound positive. It sounds like you’re getting something great, not a less-than version of something else.

“We didn’t want the product [Premier] to feel like it was just like Extra, but with all the good stuff stripped out. We saw an opportunity to leverage that more emotional benefit of, ‘Hey, this has less calories, and in turn, you’re going to feel like this is a reward.’”

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New e-book on Flexible Packaging
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New e-book on Flexible Packaging