In its latest tactic to turn the ship around on Corona, Crown Imports announced the launch of new Corona Extra and Corona Light 24-ounce can packages. Crown's evp marketing Jim Sabia told BBD that their research shows that consumer purchase intent for the new package exceeds 80%, in both general and Hispanic markets. "We're very excited about the potential for this package," Jim said. "We took a very analytical approach" to deciding whether to launch this package. "This occasion based business already represents nearly 13% of dollar share in the off-premise channel."