A fresh product has Corona thinking about new promotions strategies. Their conclusion? It’s time to hit the links.
Following the 2018 nationwide launch of Corona’s new light beer, Premier, the beer company decided to prioritize an association with the golf lifestyle, highlighted by signing on as a sponsor of the American Century Championship.
This year, Corona Premier has upped its game even further. The beer is now a sponsor of the U.S. Open in June at Pebble Beach Golf Links and has partnered with golf apparel brand TravisMathew to further extend its reach into the golf world. According to Ann Legan, Corona Brands vice president of marketing, the strategy coincides with a larger push to emphasize ties with a sport that she calls “a key passion point for our core consumer.”
“Golf has become one of those priority platforms that we will continue to pursue,” Legan said. “Many of Premier’s drinkers are active golfers and fans of the game already, so we are excited to develop an entire program that will engage this consumer on a more regular basis.”
The centerpiece is the U.S. Open partnership, something Legan believes “affords us relevancy on golf’s biggest stage.” It will include a comprehensive marketing campaign built around experiential and hospitality areas at Pebble Beach, highlighted by becoming the presenting sponsor of the Trophy Club, an indoor-outdoor hospitality area with TVs, food and beverages between the second and third fairways. The deal also calls for brand signage and placements in retail outlets across the country and on digital platforms.
“Corona is a leading brand synonymous with outdoor activities enjoyed with friends, especially among sports fans,” said John Bodenhamer, senior managing director of United States Golf Association Championships. “We are excited to work with them to provide U.S. Open fans with one of the most enjoyable experiences in sports.”
Already, Legan expects the multi-year partnership between United States Golf Association and Corona Premier to lead “more robust activations and engagements” in the future, including next year’s tournament at Winged Foot Golf Club.
Off the course, the TravisMathew partnership is meant to help connect the Premier brand to golfers through a branded retail line including polos and hats.
And while the new golf engagements will take plenty of attention, the Corona Premier brand has prior golf ties via the American Century Championship, a celebrity golf tournament in Tahoe. Last year, Corona Premier launched its golf efforts as a sponsor of the event and continues the relationship with this year’s event in July.
“This platform provides a completely different setting for Corona Premier, one that is high-energy and caters to the amateur and celebrity golfer,” Legan said. “At this event, we are able to showcase our brand’s easygoing lifestyle in a high-energy setting.”
Legan said Corona saw success with associating the new light beer brand in its first golf partnership last year, so to further penetrate the industry seemed like a no-brainer. If this year’s two new extensions go well, it could open the door for additional forays into the sport in the coming years.
“Our current partnerships provide a steady presence into the golf world for Premier,” Legan said. “As we continue to grow this platform, we will be keeping an out eye out on new opportunities and evaluate them to determine if it makes sense for the brand to engage.”