Corona invites consumers to find the ‘Spirit of the Beach’ through elevated hospitality and exclusive music experiences

AB InBev partners with Hoxton Square Bar & Kitchen in East London to launch an exciting experiential-led marketing campaign for the Mexican beer brand

 Since Corona became part of AB InBev’s global brand portfolio in 2013, the world’s most popular Mexican beer has been going from strength to strength. Corona joined AB InBev’s portfolio in the UK at the start of 2015 and today, the brand announces big plans for the year ahead with the launch of a new marketing campaign.

Corona’s long-standing association with the beach – being completely carefree and sharing memorable moments with friends – will come to life through unique experiences that are inspired by the spirit of the beach in a new and innovative way. 

Corona is partnering with leading bars across the UK to create elevated hospitality experiences that transport people to the beach mind-set through the warm and welcoming energy on offer. Immersive environments will be created from beach-inspired murals designed by celebrated artists that cover the walls as well as mood lighting and musical soundtracks to the beach.

Staff in these venues will be trained to ensure a heightened level of consumer engagement, for example making the serve of Corona perfect – from the optimum temperature through to how to slice the lime to perfection – the citrus taste compliments the chilled beer perfectly.

The Hoxton Square Bar and Kitchen is the first to unveil this brand-new on-trade experience with a launch party on the 23rd April 2015 featuring a DJ set by the legendary Greg Wilson.

With music being at the heart of Corona’s ‘Find Your Beach’ ethos and building on the sound of the beach that consumers have been able to enjoy through Corona SunSets festivals across the world, the brand has also launched ‘Corona SunSet Sessions’: a series of exclusive music events which will take place at the venues that Corona is partnering with throughout the UK.  These sessions will deliver the perfect sunset experience and establish the ideal mood for sun seekers via exclusive DJ sets as darkness falls.

Corona will also be taking the beach in-store with drift wood effect displays and aspirational beach images as well as limited edition packaging. The shopper journey will be disrupted with front of store beach huts – building brand equity and awareness whilst pushing the premium quality of Corona. In addition, added value promotions will support the perfect serve of Corona through limes and ice buckets, as well as opportunities to win tickets to Corona SunSets Festivals.

Steph Okell, Marketing Manager for Corona said: “Corona is a fantastic addition to our portfolio; the beer brand which is synonymous with the beach. We’re now really excited to launch this campaign inviting consumers to ‘find their beach’ – a unique place to each of us – the place we go to unwind, enjoy ourselves and share amazing experiences with friends. 2015 is going to a big year for Corona and we look forward to working with our trade partners to bring the ‘spirit of the beach’ to the UK.”.

The integrated campaign will be supported further by outdoor advertising, PR and digital.