Constellation Brands, which brings to the US brands such as Corona and other Mexican and Mexican-style beers, will be launching this March a massive $40 million marketing blitz to introduce its new Corona Hard Seltzer.

“We’re prepared to have one of the biggest introduction spends that we’ve ever had against a single brand,” CEO Bill Newland told CNBC.

The US hard seltzer industry, led by White Claw, Truly, and Bon & Viv, sold around 60 million cases in 2019. Newland said that he believes there could be two-to-three times the opportunity going forward, and Constellation expects to take a significant share of that opportunity.

Corona Hard Seltzer will be introduced in four different flavors: tropical lime, mango, cherry, and blackberry lime. At 4.5 percent ABV, the flavored malt beverage will contain 90 calories, zero carbs, and zero sugars.

Not all that Constellation touches turns to gold. Around three years ago it bought San Diego’s premier craft brewery Ballast Point for $1,000,000,000. A deal was just made to sell it for an undisclosed sum that some industry experts believe was between $23 million to $50 million.