Every form of packaging in the market uses a lot of resources like energy, water and wood on its production process.?? In order to achieve an effective circular economy, we developed a pack made out of 100% recycled wood fibers and barley straws, making use of all the ingredients used in our beer which reduced production waste while avoiding a bigger impact on the environment, a commitment that led us to invest over US$1MM? on a technology development budget over the past 3 years.

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Corona launched the new six-pack box in Colombia in March with an initial output of 10,000 units, and will introduce it soon to other markets around the world.?

Many brands had announced sustainable solutions within their packaging. But Corona is a brand committed to a sustainable world, with a passionate history of protecting the environment.?

To earn attention from the audience, Corona identified different pillars that make the message different from others:?

1) UNIQUE: To create this sustainable solution and make the pack, Corona is using what is already available (leftover barley). So we explained how Corona is using natures strengths to develop solutions.?

2) FIRST: Corona is the first brand to use this ground-breaking technology. We aimed to drive impact at scale positioning Corona as a leader of the industry, innovating and inspiring other to follow.?

3) REAL: It was not just an announcing an intention, the sustainable pack was launched in different markets of South America. So we worked on being clear why Corona is doing this action not just words to solve issues.?

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Corona has all the credentials for jumping on the trend and leading the way with its sustainability mindset for plastic and packaging.?

Corona worked on a global PR Toolkit (press materials, supporting assets, key messaging, Q&A, suggested pitch etc.) that was sent to all the markets that made the announcment on the Global Reclying Day, generating an important impact. Each market identified top media outlet for outreach. ?

The Key messagings were:?

• "Corona launches revolutionary packaging , becoming the first global brand to harness surplus barley straw as an ingredient to create a sustainable packaging solution."?

•"Turning the barley straw into a paper fiber uses 90% less water, less energy and fewer chemicals."?

Our target audience includes our consumers all over the world and those looking for sustainable solutions impacting the world, both with a strong sensibility for taking care of nature, travelling and connecting with paradises.

Intensive research work carried out more than 3 years at the world´s leading brewer AB InBev´s Global Innovation and Technology Center. ?

-January 2018, GITEC, ABI’s Global Innovation Technology Center, approached Sustainable Fiber Technology, about working together with wheat?

-May 2018, first trials on a small scale paper machine?

-Aug 2018, lab testing results and planning next steps?

-2H 2018 and 1H 2019, much time spend exploring molded fiber rings?

-2H 2019 put focus back on folding cartón development, and started leveraging barley?.

-2020 ran 3 trials on full scale paper machines, exploring many avenues and recipes?

-January 2021 completed converting steps and final 6pk testing for launch?.

-March 2021 Corona launched the six-pack box in Colombia in March with an initial output of 10,000 units and will introduce it soon to other markets around the world. --The innovation was announced in the world recycling day, having a global impact.

Corona has a dream to become the most sustainable beer brand in the world. Though mainly focused on plastic, we are making efforts on other fronts too. This innovation helped increase brand equity as well as consumer perceptions to pursue a global supply chain development for barley pulp packaging.?

Packaging is the most highlighted sustainability issue across all markets, and consumers are concerned about waste. We are giving consumers a new environmentally friendly alternative. ?

This innovation and execution provides not only a visual differentiation, but also stands up to the standards of the beverage industry’s consumer journey, while adding value to farmers and local economies.?

We also increased our sales 20% compared to the previous period in addition to our attributes associated to the brand (Eco-friendly +10pp, Premiumness +2pp and Brand from nature +5pp).