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Consumers can "grab a Corona" in May.

Beer consumers will be invited to "Grab a Corona" this spring to celebrate the Mexican holiday of Cinco de Mayo - the fifth of May.

The Gambrinus Co., importers of Corona and Corona Light in the eastern half of the United States, will spotlight the beer during this period by continuing its annual Cinco de Mayo promotion aimed at both consumers and retailers.

This year's promotion will mark the fifth year Gambrinus has promoted the Mexican independence day.

"Cinco de Mayo is quickly becoming one of the beer industry's biggest promotions of the year," said Ron Christesson, Gambrinus director of marketing. "And to keep the momentum going this year, we're introducing a dynamic call to action - |Grab a Corona' - an we're featuring an exciting new creative visual and some sales-generating new promotional components."

The holiday promotion features a colorful visual graphic that combines the look of Mexican folk art with a contemporary cut-paper design.

"Our new visual is bright and festive - a real attention grabber," noted Raymond Finocchio, Modelo brand manager. "We've continued using our parrot icon that has long been associated with Corona beer, but the look is updated and fresh. It's going to be a real consumer favorite, especially for those who collect T-shirts."

The image will also be seen on table tents, counter cards, case cards, posters, as well as T-shirts. Other on-premise merchandise will include parrot visors, buttons and bottle wraps.
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Title Annotation:Gambrinus Co.'s Cinco de Mayo sales promotion
Publication:Modern Brewery Age
Date:Feb 8, 1993
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