Those who love their cerveza served with a zesty wedge of lime will be able to pair their cold Corona with a zesty wedge of Corona Extra branded lime. Constellation Brands has granted Earth Source Trading the right to source and distribute Corona Extra branded limes under an agreement brokered by The Joester Loria Group.
The project took about a year to come together and was just launched two weeks ago. William Ison says one of the main reasons was because there was some education involved on imparting what fresh produce is all about. “It’s a different supply chain, it’s seasonal; we’re dealing with growers where the commodity is very much reliant on the weather and the conditions in the groves and where we can market that best from the retailer’s point of view,” he says.
Marketing fresh produce in a completely different department other than where it’s normally situated will be something unique; Ison says it’s a great opportunity to market the limes within the liquor and beer isle at the retail level where it’s more convenient. Plus the limes themselves have more uses in alcoholic beverages than just beer. “Overall it’s not going to cannibalize existing lime sales it’s going to generate more. People will be picking up and buying, as they need it. This is to generate new business in a different area and it’s going to get the message across that these limes are for beer and rum, vodka, gin, etc.”
Launch prior to Cinco de Mayo
Feedback from the preview at Southern Exposure has been very positive. “People really loved the concept, they loved the idea of such a big brand being behind it,” says Ison. “We’ve had a lot of interest from local, regional and national retailers. We’ll be planning to launch before Cinco de Mayo. Earth Source will also be present at United Fresh and PMA exhibiting the limes, which are grown year-round and sourced almost exclusively from Mexican grower-partners.
Corona branded limes are available pre-packed as six-pack as well as loose bulk 5lb. and 10lb. While there’s enough limes and then some for a six pack of Corona and maybe a rum and Coke or two, six limes divided into quarters means a fresh wedge for every beer in a case of 24 Corona.
For more information:
William Ison
Earth Source Trading
Tel: (+1) 717-721-2850