Corona Creates the World's First Sun Reserve in Brazil

Rhea-AI Summary

Corona is launching the world's first sun reserve at Brazil's Piedade Beach in Pernambuco, marking a pioneering initiative to preserve public access to sunlight on beaches. The initiative, developed by Grey agency, involves leasing beachfront land and implementing height restrictions on buildings to prevent sunlight obstruction on the sand.

As the beer brand celebrates its 100th anniversary in 2025, this unprecedented concept aims to address concerns about increasing coastal development in Brazil, where over half the population resides along the coast. The company plans to expand the Sun Reserve initiative to additional markets, including South Africa.

The project serves as a model to raise awareness about preserving sunshine access on public beaches, encouraging both local communities and the general population to appreciate and protect this natural resource.

Positive

• Brand innovation initiative that could generate positive PR and strengthen Corona's market positioning
• Strategic expansion plans to South Africa and other markets indicate growth potential
• Timing aligns with Corona's 100th anniversary in 2025, potentially boosting brand visibility

Negative

• Initiative requires ongoing real estate investment and maintenance costs
• scale with only one location initially
• No clear revenue generation or direct business impact metrics provided

Developed by Grey agency, the initiative uses beach front real estate to encourage awareness of preserving sunlight

SAO PAULO--(BUSINESS WIRE)-- Corona, a beer brand born on the beach with a deep connection to the sun, is launching the world's first sun reserve in an effort to preserve access to sunshine on public beaches. More than half of Brazil’s population lives on the country's coast*, and that number is climbing by the millions. With population growth comes development and expansion of waterfront areas, meaning that beach umbrellas are not the only source of shade in the sand.

Corona Sun Reserve

Corona, which is celebrating its 100th birthday in 2025, chose Brazil’s Piedade Beach in Pernambuco to create the sun reserve. The brand is leasing land facing the beach to cap the building height to prevent the potential obstruction of sunlight, and ensure it reaches the sand. This location will be the first of this unprecedented concept, which aims to inspire more actions to preserve access to the sun in people's daily lives. The brand aims to create Sun Reserves across additional markets, including South Africa and more, over time.

The Sun Reserve initiative was developed in partnership with Grey agency.

"Corona is a brand that encourages life outside and believes that there is nothing as special as feeling the sun on your skin, your feet in the sand and the sea breeze on your face. We know that many Brazilians share this feeling, and we hope that everyone has a place in the sun. We feel this initiative will encourage people to appreciate its presence,” said Gabriela Gallo, Corona marketing director in Brazil.

“The sun reserve was created based on a concept, which is largely unknown to the public, to safeguard sunlight on beaches. The goal is to set an example, spark discussion, and raise awareness among the population and local communities to preserve sunshine on our beaches for all to enjoy,” explains Manir Fadel, CEO and CCO of Grey.

*Census Overview from the Brazilian Institute of Geography and Statistics (IBGE). 2022.

About Corona Global

Corona, an AB InBev global brand**, is the iconic beer brand that is synonymous with paradise with a presence in 180 countries. Recognized as the world’s most valuable beer brand in Kantar’s BrandZ global 2024 rankings, Corona invites the world outside, beckoning you to reconnect with your essential nature and embrace the simple pleasures of life. But it's not just about the beer – it's about the ritual. The ritual of adding a slice of lime to your Corona, an experience that elevates the moment. Corona isn't just a beverage; it's nature in a bottle. And we strive to help protect nature and have become the first global beverage brand with a net-zero plastic footprint. This builds on our longstanding ambition to help protect the world’s oceans and beaches from plastic pollution. Every sip of Corona is a celebration of nature and the beauty of the world around us.

**Corona is not sold by AB InBev in the United States.

About AB InBev

Anheuser-Busch InBev (AB InBev) is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ANB) and South Africa (JSE: ANH) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). As a company, we dream big to create a future with more cheers. We are always looking to serve up new ways to meet life’s moments, move our industry forward and make a meaningful impact in the world. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest ingredients. Our diverse portfolio of well over 500 beer brands includes global brands Budweiser®, Corona®, Stella Artois® and Michelob Ultra®; multi-country brands Beck’s®, Hoegaarden® and Leffe®; and local champions such as Aguila®, Antarctica®, Bud Light®, Brahma®, Cass®, Castle®, Castle Lite®, Cristal®, Harbin®, Jupiler®, Modelo Especial®, Quilmes®, Victoria®, Sedrin®, and Skol®. Our brewing heritage dates back more than 600 years, spanning continents and generations. From our European roots at the Den Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the Anheuser & Co brewery in St. Louis, US. To the creation of the Castle Brewery in South Africa during the Johannesburg gold rush. To Bohemia, the first brewery in Brazil. Geographically diversified with a balanced exposure to developed and developing markets, we leverage the collective strengths of approximately 144 000 colleagues based in nearly 50 countries worldwide. For 2024, AB InBev’s reported revenue was 59.8 billion USD (excluding JVs and associates).

View source version on businesswire.com: https://www.businesswire.com/news/home/20250409242457/en/

AB InBev Media Relations 

E-mail: media.relations@ab-inbev.com 

Source: Corona

FAQ

What is Corona's Sun Reserve initiative and where is it being launched?

Corona's Sun Reserve is the world's first initiative to preserve public access to sunlight on beaches, launching at Piedade Beach in Pernambuco, Brazil. It involves leasing beachfront land and implementing building height restrictions.

How does Corona's Sun Reserve protect beach sunlight access?

The initiative leases beachfront land and caps building heights to prevent structures from blocking sunlight access to the beach, ensuring sunlight reaches the sand.

Which markets will Corona expand its Sun Reserve initiative to?

Corona plans to expand the Sun Reserve initiative to additional markets, including South Africa, over time.

Why did Corona choose Brazil for its first Sun Reserve?

Brazil was chosen because over half its population lives along the coast, and increasing coastal development threatens public access to beach sunlight.