Corona’s 100-year milestone is more than a corporate anniversary; it is a masterclass in consistent brand positioning. Established in Mexico in 1925, Corona has evolved from a local favorite into a global cultural icon, officially recognized as the world’s most valuable beer brand in 2024. To commemorate its centennial milestone, AB InBev’s flagship has unveiled the ‘Corona 100’ platform -a strategic global initiative aimed at reinforcing the brand’s century-long heritage of nature-centric relaxation and beach culture.
Redefining the Global Beach Standard
The centerpiece of the centennial celebration is the Corona Beach 100, a meticulously curated index of the world’s most significant shorelines. Developed in collaboration with the experiential agency WINK, the selection was authenticated by an expert panel of oceanographers, professional surfers, and divers.
Locations within this guide are distinguished by a proprietary “Sun Award” rating system -ranging from one to three suns - which evaluates destinations based on three core criteria: Cultural Vibrancy, scenic aesthetics, and ecological connectivity. The portfolio reflects a diverse global reach, featuring prominent coastal hubs in Brazil and Mexico alongside remote, high-latitude environments such as Iceland’s Stokksnes Beach and Canada’s Cox Bay.
Clarissa Pantoja, Global VP of Corona, noted the enduring nature of this brand DNA: “For 100 years, Corona has fully embodied the ‘This is Living’ spirit of the beach lifestyle, inspiring people to disconnect from their everyday routine and reconnect with nature and each other. Enjoyed by millions around the world today and still growing, Corona will always remain unwavering in its commitment to the beach. This anniversary is not just a celebration of our legacy, but also a call for everyone to embrace their best side -the beach side - both now and for the next 100 years to follow.”
A Century of Cultural Consistency
The celebrations transitioned from the bottle to the sand with a multi-year sponsorship of a landmark concert at Copacabana Beach in Rio de Janeiro. Scheduled for May 3, the event is expected to draw millions. To further drive consumer engagement, Corona has released a special edition 100th Anniversary pack. By scanning a QR code, fans of legal drinking age can enter to win trips to the “Beach 100” coastlines or instant-win merchandise.
“This Is Living”
To visualize its century-long journey, the brand unveiled its legacy film, “This Is Living Since 1925.” Produced in collaboration with Wieden+Kennedy Amsterdam, the film utilizes an archival aesthetic to trace the evolution of beach culture - from the early bikini era to the modern surf scene -reinforcing the timelessness of the iconic lime ritual.
Entering its second century, Corona maintains its leadership in sustainability as the first global beverage brand with a net-zero plastic footprint. This milestone underscores a dual commitment: preserving the world’s oceans while continuing to brew with 100 percent natural ingredients.
