- Corona launches the world's first Sun Reserve at Piedade Beach, Brazil, to preserve sunlight access on beaches.
- The initiative combines land leasing and building height restrictions to prevent sunlight obstruction.
- Corona plans to expand the Sun Reserve initiative to additional markets, including South Africa.
Corona, a renowned beer brand synonymous with beach life and sunsets, has introduced the world's first Sun Reserve at Piedade Beach in Pernambuco, Brazil. This pioneering project aims to maintain public access to sunlight on beaches, addressing concerns over increasing coastal development in Brazil, where more than half of the population resides along the coastline.
The Sun Reserve initiative, developed in collaboration with the Grey agency, involves leasing beachfront property and setting building height limitations to prevent the blockage of sunlight on the sand. This bold concept seeks to inspire similar actions globally, emphasizing the importance of preserving natural light on public beaches.
As Corona approaches its 100th anniversary in 2025, the brand plans to extend the Sun Reserve project to other markets, including South Africa. The objective is to encourage communities to value and protect sunlight as a crucial resource.
Gabriela Gallo, Corona's marketing director in Brazil, expressed the brand's vision, stating, "We feel this initiative will encourage people to appreciate its presence." Meanwhile, Manir Fadel, CEO and CCO of Grey, emphasized the project's role in raising awareness among the public about safeguarding sunlight access on beaches for everyone to enjoy.
Corona continues to champion environmental responsibility as a global brand owned by Anheuser-Busch InBev (BUD, Financial), which aims to expand the initiative to even more markets, promoting global appreciation for sunshine and the natural environment.
