On January 5th, Corona, the Mexican beer brand with a huge international following, announced a new innovation in the non-alcoholic sector, a buzz-free take on its signature brew infused with vitamin D.
Tapping into the health and growing sobriety movement, Anheuser-Busch InBev, which owns and distributes the Corona family of beers just about everywhere but the US, chose “Dry January” to introduce Corona Sunbrew 0.0% to the world.
Created by the drinks giant which is also home to brands such as Stella Artois and Budweiser, the new beer contains 30% of the daily value of Vitamin D and uses the marketing tag line: “Sunshine, Anytime”.
Corona global vice president Felipe Ambra, said the new beer was the company’s way of “reinforcing our desire to help people reconnect to nature, anytime.”
But as reported by the Drinks Business its release, was met with skepticism by some big name beer writers.
Beer consultant and international beer judge William Simmons said: “It just smacks of manufactured nothingness.”
And award-winning beer writer Adrian Tierney-Jones got critical stating that “They (AB InBev) have lost complete sight of what a beer is’ adding that: “It seems to play to people’s gullibility and also the lie we tell ourselves that something is good for us.”
UK Beer Writer of the Year and award-winning novelist Pete Brown echoed Tierney-Jones’ sentiments… “I think as a proposition it sounds confused – a shopping list rather than a beer. No one expects one beer or brand to do everything.”
Now to be fair, it’s important to note that none of these beer writers had actually tried the beer. They are reacting to the beer’s concept not its taste.
Sunbrew 0.0% is debuting first in Canada, precisely at the time of year when Canadians experience less sunlight. Later this year, Corona will extend its new non-alcoholic product offering in the UK followed by key markets across the rest of Europe, South America, and Asia.
Want more on Non-Alcoholic beers?