Barton Beers and Gambrinus Co. are planning a major boost in marketing for Corona Light, including new TV, radio and outdoor campaigns. During 1997, the brand got just $252,100 in measured media support, all in spot radio, according to Competitive Media Reporting. Despite the minimal support, the sister of No. 1 import Corona Extra saw 1997 sales jump 40.9% to 2.1 million cases, according to Impact.
Copyright March 1998, Crain Communications Inc.