LONDON, April 28, 2025 – In a grand tribute to its century-long legacy, Corona commemorates its 100-year anniversary with a series of global celebrations, bringing the spirit of beachside living to audiences around the world. The iconic brand, known for its deep ties to beach culture and nature, launches its “Corona 100” platform, including an extraordinary concert at Rio de Janeiro’s famous Copacabana Beach, featuring world-class musical artists.
A Century of Connection to the Beach
Since its inception in 1925, Corona has embodied the “This is Living” ethos, celebrating relaxation, nature, and the beach lifestyle. As part of its anniversary festivities, Corona invites individuals to experience the “beach side”—their best side—through a range of global initiatives. This includes a documentary film that highlights 100 years of beach culture, a comprehensive guide to the world’s top 100 beaches, and a multi-year sponsorship of a renowned annual concert at Copacabana Beach.
Clarissa Pantoja, Global Vice President of Corona, emphasized the brand’s long-standing commitment to the beach. “For 100 years, Corona has inspired people to disconnect from their daily routines and reconnect with nature,” she stated. “This anniversary is not only 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 century to come.”
The Corona Beach 100 List
To mark this milestone, Corona unveiled the Corona Beach 100—a curated list of the world’s most iconic beaches, each representing the brand’s connection to the “This is Living” lifestyle. The list includes some of the world’s most famous beaches, such as those in South Africa, Mexico, and Brazil, alongside more remote locales like Punta de Lobos in Chile, Stokksnes Beach in Iceland, and Cox Bay Beach in Canada.
The guide was developed by a panel of experts—including oceanographers, surfers, and nature enthusiasts—who assessed hundreds of beaches based on criteria such as beachside culture, connection to nature, and scenic beauty. Each beach is rated with a “Sun Award,” reflecting its alignment with Corona’s ideals.
Corona is also offering consumers a chance to visit these iconic beaches through a special contest. By purchasing limited-edition anniversary packs and scanning QR codes, individuals can enter to win travel opportunities and other prizes, including exclusive merchandise and digital vouchers.
Cheers to 100 Years at Copacabana Beach
Corona will kick off its anniversary celebrations with a spectacular concert on May 3, 2025, at Copacabana Beach, Rio de Janeiro. The annual event will bring together millions of music lovers as some of the world’s most popular artists perform in one of the most iconic beach settings in the world. This partnership underscores Corona’s dedication to its beachside roots and offers an immersive experience for fans of both music and the beach lifestyle.
A Legacy of Beach Culture
From its origins in Mexico to becoming the World’s Most Valuable Beer Brand in 2024, Corona has maintained its commitment to quality and the celebration of beach culture. Known for its signature lime ritual, Corona has made every sip a moment of connection, promoting the enjoyment of life’s simple pleasures. As part of the centennial celebrations, the brand released the film This is Living Since 1925, which captures decades of beachside moments, from the early days of the bikini era to the current global beach culture.
Created in partnership with Wieden+Kennedy Amsterdam, the film serves as a tribute to the brand’s seamless integration into the global beach lifestyle. Alongside the film, Corona has launched new digital, trade, and out-of-home campaigns, highlighting how the brand has remained a staple for beach lovers worldwide.
The celebrations will continue throughout 2025, inviting consumers to join the festivities and experience Corona’s legacy of beachside living.
About Corona
Corona, a global brand under AB InBev, has been a symbol of paradise with a presence in 180 countries. Known for its premium quality and natural ingredients, Corona encourages people to embrace nature and enjoy life’s simple pleasures. As part of its commitment to sustainability, Corona has become the first global beverage brand with a net-zero plastic footprint, reinforcing its dedication to protecting the world’s oceans and beaches from plastic pollution.
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