The beverage brand is proving its sustainability credentials.
Corona has created a beautiful ecotourism destination Corona Island
Corona is taking its brand beyond the bar with an online lifestyle store for superfans to mark their appreciation for the spirit.
Designed to amplify Corona’s embrace of outdoor relaxation, the brand’s collection includes a range of organic cotton t-shirts and sweatshirts that carry Corona’s commitment to sustainability on their sleeves. Produced with natural dyes and water-based prints and sold in plastic-free packaging, the items reinforce the beverage’s association with the beach with a palette of ocean blues and sunset reds.
Maxime Pudzeis, Head of EMEA Licensing at AB InBev, said: “It will provide the perfect launch pad to expand and diversify our consumer offerings with sustainable products that embody everything people love about the Corona brand.”
The store’s European launch has been made possible through collaboration with the Cube Partnership, a sports and lifestyle retailer, in a deal brokered by IMG. Cube International President Andy Moss added: “Working closely with Corona, we look forward to bringing the brand’s authentic, aspirational and sustainable lifestyle ethic to life for a broader audience through an extensive and better at class e- trading program.”
Natalie Horne, IMG Associate Vice President of Licensing, continued, “This collection reflects Corona: enjoying life’s simple pleasures without compromising the environment. These values resonate well with today’s generation, which looks beyond aesthetics and expects brands to be socially responsible.”
Corona recently demonstrated its sustainability credentials by partnering with Ocean Global to create Corona Island, an ecotourism destination off the coast of Columbia.
Source: news.google.com