Carlton & United Breweries has rolled out a new 3.2% ABV variant of its Corona Extra beer brand.
Called Corona Ligera, the Mexico-produced beer is exclusive to the Australian market and caters to the trend towards more moderate alcohol consumption.
Corona Ligera is lighter on the palate with subtle malt and a dry finish, according to the company.
Carlton & United Breweries (CUB) says the mid-strength beer category continues to grow, with market data revealing it now accounts for more than 23 per cent of the Australian beer market.
While Queensland has traditionally been the mid-strength heartland, NSW alone has seen 14 per cent growth in the category (2016-2017).
CUB is actively targeting daytime consumption occasions with the new variant, as opposed to 'the sunset moment' associated with previous campaigns.
The company is investing over $4 million in media across OOH, digital, and radio.