THE QUESTION
What are the risks and potential impacts of introducing Corona on draught?
How will draught Corona affect sales of the core bottled SKU?
What is the overall commercial and brand impact of this new format?
WHERE
• Toronto, Canada
• London, UK
OUR APPROACH
Comprehensive market pilot to inform Corona's draught beer strategy
To address Corona's need for a thorough risk analysis to introducing draught beer, Barfly designed and implemented an extensive live pilot program in two key international markets, notably Canada and the UK.
Our approach was specifically crafted to provide a holistic understanding of both commercial and brand impact. We recruited 25 venues from the Barfly network for each test in London and Toronto, ensuring every venue had the draught tower installed and promoted in the same way (e.g. POS suites, sampling activity, staff training etc). We then executed waves of structured research during the eight-week tests spanning sales tracking, in-bar quantitative studies, qualitative trade interviews, consumer intercepts and mystery compliance assessments.
Our final report synthesised all the insight streams into a clear set of actionablerecommendations, built on volume and value projections taken from the pilot’s sales data along with a comprehensive assessment of the business case. Our advice spanning pricing strategy, activation toolkits, competitor targeting and advocacy programming.
OUR IMPACTS
Corona proceeded with confidence in its draught beer strategy, and the brand has since become one of the fastest-growing draught propositions internationally, surpassing all internal KPIs. The Global Head of Innovation praised the depth and clarity of the debrief, stating: "This is one of the deepest, clearest debrief presentations I've ever seen."
WE ONLY WORK WITH BRANDS WHO ARE SERIOUS ABOUT SHAPING DRINKS CULTURE
If you’re interested in candid conversations that challenge your brief so you’re creating something culturally significant, we’d love to talk.
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