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.

A high quality lime shortage (due to Covid) was compromising Corona's business growth in China, the world largest beer drinking market. At the same time, 24% of local farmers where living in poverty. So, instead of fixing the issue by simply importing limes, Corona decided to create a new business: Corona Extra Limes.

Corona, turned this shortage challenge into an opportunity by producing its own limes. We partnered with local government and industry authorities to provide the most advanced knowledge to cultivate high-quality limes to farmers.

After 1000 days of research, development and farming, Corona Extra Lime finally hit the shelves all over china. Raising the quality standard of limes in the market, improving the experience of drinking Corona and improving the life of thousands of farmers since all profits were redirected to them so they could grow their farms and improve their living conditions.

Corona's lime ritual was a driving force for the business growth in China. Beer aficionados were embracing the brand's well known lime ritual experience. However, a shortage of limes (due to Covid-19) was threatening Corona's plans in China. At the same time, 24 % of farmers in China lived in poverty. Corona's approach solved these two problems with one solution: growing their own limes.

This sustainable initiative turned into a long-term brand commitment of Corona in China. With plans for a 209% expansion of the lime fields, 130% more cultivated area and a 30% increase of the farmers’ income by 2024.

Corona Extra Lime not only improved the brand experience all over China, this new business model also became a brand-new media that boosted the brand further and make the brand power of Corona thrive like never before both locally and nationally.

3 years ago, Corona partnered with local government, industry authorities to provide the most advanced knowledge to farmers so they could harvest high-quality limes. After 1000 days in the making, a completely new lime brand, Corona Extra Lime, hit the shelves all over china. To promote the initiative, Corona shared half of its media online to offline to boost the limes’ awareness.

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 not only a first ever innovation for Corona, but also the biggest commitment the brand has ever had in a single market. And for the year to come is has planned to scale up the initiative, in 2024 alone the objectives are:

+209% expansion of the lime yield

+130% lime cultivation area

+30% lime farmer's per capita income

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 (2022 vs. 2020)

- +2M limes sold yearly

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

- 100% positive and neutral sentiment.