Corona chases cultural cachet with online lifestyle store
The drinks brand is demonstrating its sustainability credentials.
Corona preciously created eco-tourism destination Corona Island
Corona is taking its brand beyond the bar with an online lifestyle store for superfans to mark their appreciation for the alcoholic drink.
Designed to amplify Corona’s embrace of outdoor relaxation, the branded collection includes a range of organic cotton T-shirts and sweatshirts that wear Corona’s commitment to sustainability on their sleeves. Produced using natural dyes and water-based prints and sold in plastic-free packaging, the items reinforce the drink’s association with the beach with a palette of ocean blues and sunset reds.
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Maxime Pudzeis, head of licensing EMEA at AB InBev, said: “It will provide the perfect launchpad to expand and diversify our consumer offerings with sustainable products that embody everything people love about the Corona brand.”
The European launch of the store has been made possible by collaboration with Cube Partnership, a sports and lifestyle retail firm, in a deal brokered by IMG. Cube International chairman Andy Moss added: “In close collaboration with Corona, we are looking forward to bringing to life the authentic, aspirational and sustainable lifestyle ethos of the brand to a wide-reaching audience through an extensive, best-in-class e-commerce program.”
Natalie Horne, associate vice-president of licensing at IMG, continued: “This collection reflects Corona – enjoying the simple pleasures of life 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 teaming up with Ocean Global to create Corona Island, an eco-tourism destination off the coast of Columbia.