Brewing company, AB InBev has revealed 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.
The lifestyle collection aims to embrace the brand’s ‘passion for outdoor relaxation’, as well as remaining true to its commitment to sustainability. It features a range of organic cotton t-shirts and sweatshirts, made using natural dyes and water-based prints and comes 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.
“We are delighted to partner with Cube to create Corona’s first online lifestyle store,” commented Maxime Pudzeis, head of licensing EMEA at AB InBev. “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, chairman at Cube International, continued: “We are thrilled to start this new partnership with Corona. 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 programme.”
Natalie Horne, associate vp of licensing at IMG, added: “This collection reflects Corona – enjoying the simple pleasures of life without compromising the environment. These values resonate well with today’s generation that looks beyond aesthetics and expects brands to be socially responsible. Hence, we are delighted to introduce a new digital avenue that helps Corona’s loyal community to break away from routine and truly embrace the Corona lifestyle.”
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