Corona retail promotion is boxers on bottles

June 24, 2013

The Sports Business Journal reports that Corona is affixing faces of familiar fighters on lines of bottles starting in mid-August.  The boxers are Miguel Cotto, Bernard Hopkins, Peter Quillin, Erik Morales, Abner Mares and Danny Garcia.

The fighters will be included in 18-packs in 32 states distributed primarily to Hispanic accounts. The promotion starting in August will run through October.  Three commemorative bottles will be included in the 18 packs.

Via @RealMiguelCotto

Via @RealMiguelCotto

According to the SBJ (subscription required), this will be the first time that Corona will build a retail promotion around boxing.  In a way, Corona’s promotion concedes the fact that Tecate has been successful with its in-store retail promotions (i.e., $25 rebate coupon for certain Pacquiao fights if fans bought Tecate can products).

Corona distributor Crown Imports signed on as a Golden Boy Promotions sponsor and its the company’s first major in-store promotion.  Golden Boy sees the opportunity to activate in 50 states which gives it a bigger reach than Tecate’s previous in-store promotions which were narrowly targeted.

While the promotion seeks to target the Hispanic market with a direct emphasis on Mexican Independence Day in September, the bottles feature two Mexicans (Morales, Mares), two Puerto Ricans (Cotto, Carcia) and two African Americans (BHop, Quillin).

Payout Perspective:

The promotion not only features the fighters but taps into the cultural pride.  Notably, it hopes to capitalize on a fight featuring Miguel Cotto in mid-September.  What about that other fight happening on September 14th between Canelo Alvarez and Floyd Mayweather?  While it would have made the most sense, there were obstacles from having the two featured on bottles.  First, at 22 years of age, Canelo Alvarez is too young to appear in beer ads per U.S. beer industry rules.  Mayweather declined to appear on the bottles.

While a survey reveals Corona is the preferred imported beer among Hispanics in the U.S., we will see if this promotion aids Golden Boy’s upcoming fights.  Moreover, will the promotion see a return on the costs expended for it.

8 Responses to “Corona retail promotion is boxers on bottles”

  1. Tops of on June 25th, 2013 5:28 AM

    Another good news for boxing………

  2. Sampson Simpson on June 25th, 2013 9:06 AM

    Why would they leave Canelo out? Unless he out priced himself that is retarded.

  3. Chris on June 25th, 2013 9:36 AM

    I dont drink that piss beer but thats pretty cool. Whats this law about age for beer adds? Canelo is over 21, he can legally drink so why cant he be in beer adds? He would be the perfect posterboy for them.

    And what about JMM? he has a fight coming up vs Tim B in Oct and he is a legend and popular in the hispanic market. Why not get him?

  4. Jason Cruz on June 25th, 2013 12:12 PM

    @SS – US Beer Industry rules prohibit anyone under 25 from appearing in beer ads. Its unusual. I’ll look into it.

  5. duck on June 25th, 2013 12:38 PM

    Jon Jones and Dana White were in a Bud Light commercial a few years ago were they not? and Jones is only 25 now.

  6. Sampson Simpson on June 25th, 2013 12:57 PM

    Thanks for the info Jason! Very good

  7. Chris on June 25th, 2013 4:56 PM

    Yeah whats up with that, Dana/Jones did something for Bud Light two years ago, Jones was like 23 at the time.

  8. Tito on July 31st, 2013 9:09 AM

    @ Chris: Juan Manuel Marquez is now being promoted by Top Rank.

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