By Gary Symons
TLL Editor in Chief
There are beer stores, and then there’s Corona’s version of a beer store.
Corona’s parent company AB InBev has announced the European launch of its online Corona lifestyle store, in collaboration with sports and lifestyle retail company Cube Partnership. The deal was brokered by IMG, AB InBev’s exclusive licensing representative in Europe and the Middle East.
Corona’s lifestyle collection reflects the brand’s history as a beer originating in Mexico, and then exploding into international markets due to travellers embracing the light lager on the sunny beaches of Mexican tourism hotspots.
The new online Corona store not only embraces the brand’s passion for outdoor relaxation, but it also remains true to its commitment to sustainability, the partners say. Building on Corona’s extensive efforts, the collection features a range of organic cotton t-shirts and sweatshirts that are made using natural dyes and water-based prints and come in plastic-free packaging. The palette consists of soft ocean hues and mottled sunset skies, inspired by the brand’s strong connection to the beach.
The project partners Anheuser-Busch InBev, the world’s largest alcoholic beverage company, with Cube Partnership, a highly regarded firm with deep expertise in retail, ecommerce, and licensing. While not a household name like Anheuser-Busch, Cube is highly regarded with corporate partners. Major client and partners include The Birmingham 2022 Commonwealth Games, World Athletics, Rugby League World Cup 2021, The 2023 Solheim Cup, UEFA, Aston Martin F1 and Williams Racing.
“We are delighted to partner with Cube to create Corona’s first online lifestyle store,” said AB InBev Head of Licensing Maxime Pudzeis. “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. Building on the success of Corona’s previous apparel collaborations, we are determined towards delivering exciting and innovative collections that truly elevate the consumer and partner experience to the next level.”
Andy Moss, Cube International’s Chairman, said the new store is now open for business and the Corona Lifestyle Collection 2022 is live for consumers across Europe at https://shop.corona-extra.com/.
“We are thrilled to start this new partnership with Corona,” Moss said. “Working together with such an internationally renowned brand brings an exciting new era for Cube Partnership, as it marks an expansion of our sports merchandise and ecommerce programmes into global lifestyle brands.
“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 ecommerce program.”