Corona

Live Pilot

Barfly runs live tests for brands in over 100+ cities globally, with our 360 service spanning recruitment, distribution and consultancy debrief. Recently we were asked by Corona to test a new draft format for the trademark in London – the first time the brand was sold on tap outside of the US. The test was split between pubs and bars that had a dynamic, illuminated tap, and those who served off the T-Bar. Beyond the complex logistics of running the test itself, we were tasked with:

  • Understanding the commercial and brand impact for serving Corona on draft
  • Identifying the impact of draft on the pre-existing bottled SKU
  • Unlocking the key consumer and trade drivers to success
  • Providing ‘Go/No Go’ consultancy on every aspect of the Draft Corona proposition (taste, serve, price, activation etc)

The two-month trial combined a multitude of insight streams including rate of sale tracking for draft Corona and all other draft and packaged beers, along with filmed qualitative interviews with both trade and consumers. Waves of mystery shopping tracked perfect serve and brand messaging consistency from the trade, and over 600 target consumers were surveyed in-bar via a ten-minute tablet-based questionnaire to gauge views on overall appeal, future purchase intent, source of volume, serve attributes, head retention and taste.

The final debrief combined detailed feedback on the following elements:

  • Volume and value growth
  • Incremental trademark growth
  • Share of draft sales
  • Packaged Corona cannibalization
  • Source of volume
  • Price indexing
  • Pre and post purchase intent
  • Tower design critique
  • Segmentation strategy
  • Messaging hierarchy
  • Consumer profiling
  • Tower vs T-Bar comparison
  • Serve and glassware analysis
  • Staff training optimisation
  • GM satisfaction study
  • Point-of-sale evaluation

Draft Corona launched to the UK market off the back of the successful pilot and is currently one of the fastest growing draft propositions in the market, far exceeding what were already very ambitious internal sales targets set by AB InBev.

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Corona

Live Pilot

Barfly runs live tests for brands in over 100+ cities globally, with our 360 service spanning recruitment, distribution and consultancy debrief. Recently we were asked by Corona to test a new draft format for the trademark in London – the first time the brand was sold on tap outside of the US. The test was split between pubs and bars that had a dynamic, illuminated tap, and those who served off the T-Bar. Beyond the complex logistics of running the test itself, we were tasked with:

  • Understanding the commercial and brand impact for serving Corona on draft
  • Identifying the impact of draft on the pre-existing bottled SKU
  • Unlocking the key consumer and trade drivers to success
  • Providing ‘Go/No Go’ consultancy on every aspect of the Draft Corona proposition (taste, serve, price, activation etc)

The two-month trial combined a multitude of insight streams including rate of sale tracking for draft Corona and all other draft and packaged beers, along with filmed qualitative interviews with both trade and consumers. Waves of mystery shopping tracked perfect serve and brand messaging consistency from the trade, and over 600 target consumers were surveyed in-bar via a ten-minute tablet-based questionnaire to gauge views on overall appeal, future purchase intent, source of volume, serve attributes, head retention and taste.

The final debrief combined detailed feedback on the following elements:

  • Volume and value growth
  • Incremental trademark growth
  • Share of draft sales
  • Packaged Corona cannibalization
  • Source of volume
  • Price indexing
  • Pre and post purchase intent
  • Tower design critique
  • Segmentation strategy
  • Messaging hierarchy
  • Consumer profiling
  • Tower vs T-Bar comparison
  • Serve and glassware analysis
  • Staff training optimisation
  • GM satisfaction study
  • Point-of-sale evaluation

Draft Corona launched to the UK market off the back of the successful pilot and is currently one of the fastest growing draft propositions in the market, far exceeding what were already very ambitious internal sales targets set by AB InBev.