China is the world's largest beer-drinking market. For Corona, it represents one of the TOP 3 markets in the world, in developed regions such as Shanghai or Guangzhou, the brand is already stablished, but in less mature regions such as Fuyang there is still room to grow.

Corona is recognized worldwide because of its connection with beaches, nature, communities and a lime drop in every bottle. This lime ritual is not esthetic, it’s strategic. It’s the main tool to bring new consumers to adopt the brand, specifically in less mature regions. But, because of the pandemic, China faced a shortage of high-quality Tahitian Limes that used to be imported.

Instead of simply demanding new high-quality limes from abroad, Corona, a brand renowned for its sustainable practices, that even have allowed it to become the first global brand to achieve a net-zero plastic footprint, decided to walk the talk, moving from importers to agriculture promoters. Starting with an alliance with the local Governments and connecting farmers with Ab Inbev’s knowledge on agriculture and technology, to grow and yield a new high-quality type of lime: Corona Extra Limes.

After over 1000 days of relentless efforts, the Extra Limes emerged found their place on the shelves of supermarkets all over China. These limes set an unprecedented standard of quality, 70% of them being classified as Extra lime (the best quality limes in our 3-level classification).

The impact of the project was far-reaching, the initiative led ABI to be recognized by China’s National Council Awards and the National Congress. It also catapulted the visibility of the brand and its reputation by capturing the attention of the public, garnering over 3.2 billion PR media impressions and an advertising value equivalence of over $2.24 billion in earned media. Overall, Corona’s brand power grew by 21% and sales increased globally +30% annually since the launch.

A specific problem of the brand in a specific market inspired a solution that became greater than its origin and led to the creation of the Extra Lime Company. Better than importing our limes is exporting a business model. A way to expand the disruptive methodology and its impact across new frontiers; it is being implemented in three new Chinese provinces and crossing seas as far as Moletele in South Africa. Where similar challenges to those faced in China were addressed.

Apart from having lime distribution setbacks in common, the Company has expanded towards markets where agricultural growth will improve farmers' lives. In China one quarter of farmers experience economic hardships and in South Africa the unemployment rate in South Africa is over 32.6%

The Extra Lime Company empowered farmers as shareholders, 20% of the company's profits are redirected to the farmers. The new business model ensures year-round harvests which means year-round jobs, increasing farmers’ income by +87,8%, impacting more than 7,048 families positively.

Extra Lime Company: sustainable business transformation, connecting the brand with consumers and society, as well as an industry paragon to lead local lime agriculture.