In China, the world's largest beer drinking market, Corona's sales were driven by its well known lime ritual, therefore, the brand had been importing high-quality Tahitian limes to ensure supply and the best lime ritual experience. However, due to Covid, high quality limes were in shortage. The main challenge Corona faced was overcoming the shortage problem in order to keep its market and grow the business in China. Relaying on a stable high quality lime supply was critical.

Corona, turned this shortage challenge into an opportunity by producing its own limes. An initiative that started 3 years ago. Corona partnered with local government, industry authorities and lime farmers in Anyue to provide them with the most advanced knowledge to harvest high quality limes: Corona Extra Lime which have become a new definition for the best lime standards in China. After 1000 days of research, development and farming, our limes hit the market all over China.

The limes endeavour is the first in the brand's history. An innovation that helped the brand create a new media, develop a new sustainable business model that boosts the brand further, and helped Chinese farmers increasing +21% their income. This business transformation made the brand power of Corona thrive like never before in China and turned into the biggest commitment the brand has ever had in a single market.

Corona Extra Lime created a sustainable business model that helped the brand push its business even further. It also improved the experience of drinking Corona in the world´s largest beer market in the world. At the same time, it improved the quality of life of thousand of farmers by generating a 21% increase of their income. The limes were sold in bundle packs and all profits were redirected to the farmers so they could keep growing their farms and improve their life conditions.

Corona Extra Lime is a long term vision for Corona in China. The brand has committed to a 209% expansion of its lime fields, 130% more cultivated area and a 30% increase of the farmers’ income by 2024.

Thanks to Corona Extra Lime, Corona gained:

- 11M$ of earned media

- +1 billion media Impressions

- +21% lime farmers’ per capita income

- +17% national brand power

- +29% beer sales

- +2M limes sold yearly

- +4.7 spontaneous brand awareness (Q3’22 VS Q1’22 National high income R3M）

- 100% positive and neutral sentiment.