Corona is celebrating a major milestone today as the iconic beer brand marks its 100th anniversary. Established in 1925, Corona has grown into a globally recognised name, closely associated with beach culture, nature, and relaxation.
To commemorate its centenary, the brand is launching the Corona 100 platform, a global initiative that invites consumers to embrace their “beach side” — what the brand describes as their best, most relaxed selves.
The campaign includes a short film celebrating 100 years of beach lifestyle, a curated list of the top 100 beaches around the world, and a signed multi-year sponsorship of a major concert at Rio de Janeiro’s iconic Copacabana Beach.
“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,” said Clarissa Pantoja, Global VP of Corona.
“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.”
100 years, 100 iconic beaches
To honor a century of beach side living, the brand has created its Corona Beach 100 list: a curated guide of the world’s most iconic beaches that best represent Corona’s “This is Living” expression.
The guide includes sandy beaches from famed hotspots within South Africa, Mexico, and Brazil, as well as showcases some lesser traveled shorelines, such as Chile’s Punta de Lobos, Iceland’s Stokksnes Beach, and Canada’s Cox Bay Beach, among many more.
Additionally, Corona is offering the chance to visit the iconic beaches featured on the Beach 100 list. Anyone of legal drinking age can enter to win a chance to tap into their beach side at one of the 100 crowned coastlines simply by purchasing the special edition 100 Anniversary pack and scanning the QR code. Other instant win items include Corona merchandise, coolers, towels, and digital vouchers.
Corona Beach 100 List
Each beach in the Corona Beach 100 is “Sun Awarded” – rated between one to three suns – and recognizes the locations that embody the true spirit of “This is Living” based on three essential elements: Beachside Culture, Connection to Nature, and Scenic Aesthetics.
To kick-off the anniversary in grand fashion, Corona will take over one of the most iconic beaches in the world – Copacabana Beach in Rio De Janeiro – as a marquee sponsor of a global concert that will transform the shores of Copacabana Beach into the ultimate celebration. Taking place on 3 May, the concert will captivate millions of attendees on the beach where each year the concert will feature some of the world’s most popular musical artists and bands.
A century of beach culture
From its origins in Mexico in 1925, Corona has been dedicated to quality with an emphasis on how the beach lifestyle positively impacts consumers worldwide. Named the World’s Most Valuable Beer Brand in 2024, Corona has turned every sip into a moment of connection through its premium products – brewed with 100% natural ingredients including its iconic lime ritual – and continues to bring more “This is Living” moments of social connection and relaxation into the world.
To highlight those 100 years of beach culture, Corona has unveiled a branded legacy film, titled “This is Living Since 1925," that brings to life many decades unfolding over the course of a day. From the early beginnings of beach side gatherings during the bikini era to swimming and surfing across the globe today, the archival look and feel across the film sets the tone for each decade, which also depicts a variety of beaches and coastlines from around the world.
As seen in the film – created in partnership with Wieden+Kennedy Amsterdam – Corona’s integration within the beach culture is effortless in the scenes over time, a testament to the brand’s natural place on the beach “Since 1925.”
The 360 platform also features vibrant new digital, trade, and OOH assets that highlight how Corona has remained a staple for beach lovers from around the world for generations — no matter the season or location.
The centennial celebrations will continue throughout 2025.
