Constellation Brands' Corona Sunbrew Citrus Cerveza is now the top new beer in U.S. dollar sales, successfully engaging younger drinkers despite a declining market by tapping into their flavor preferences.
October 7, 2025
Source:
Corona
Sunbrew Cerveza Leads New Beer Sales
Constellation Brands has captured the top spot in the new beer market with its Corona Sunbrew Citrus Cerveza. The product is now the No. 1 new beer brand in dollar sales in the United States, according to market research firm Circana.
This success comes amid a challenging backdrop for the beer industry, which has seen overall sales fall. Yet, Constellation Brands has effectively bucked the trend by focusing on a key demographic.
Gen Z Drives Growth
The company reports its consumer base includes twice the share of legal-age Gen Z drinkers compared to the industry average. This strategic focus on younger consumers has been pivotal to the new brand's rapid ascent.
By innovating to meet the tastes of this demographic, Corona has found a significant growth driver in a market where many established brands are struggling to maintain relevance.
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Source:
Corona
A Strategy Built on Observation
The creation of Corona Sunbrew Citrus Cerveza was a direct response to consumer behavior. Constellation Brands observed a trend of drinkers, particularly during spring break, adding orange juice to their Corona.
Product Innovation
The company decided to "do the mixing for them."
Corona Sunbrew is brewed with real orange and lime peels and then blended with citrus juices. This creates a light, crisp flavor profile designed for consumers who favor flavor experimentation and ready-to-drink convenience.
Targeted Marketing and Rollout
Regional Launch: The beer was first introduced in select Northeast markets, including Boston, Philadelphia, and the NYC metro area, to build momentum before a wider release.
Social-First Campaign: To reach Gen Z, the company launched a digital-first marketing strategy, partnering with influential content creators to generate buzz online.
Experiential Events: The campaign was supported by tasting events designed to drive trial and allow consumers to experience the product firsthand.
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Source:
Corona
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