At the end of 2008, a pioneer initiative was born, the Corporate Social Responsibility platform Corona 'Save the Beach'. The aim of this project is to create public awareness about the environmental problems that affect European beaches. Corona Extra beer was giving something back to the place where it became popular, the beach.This project is the first real attempt by a beer brand to lead the way in protecting a unique human asset: our sea shores.

Once our primary objective had been achieved, raising public awareness about the problems beaches face; we adopted the commitment of restoring at least one European beach per year. To do so, we created the website www.coronasavethebeach.org, a community of on-line users passionate about the environment and the beach. We also developed an ambitious PR platform expressed via a series of events, press conferences and grass-root activities all over Europe to help spread the word and rally support.

In the first eight months of activity, we achieved nearly 100 media clips every month. These are encouraging results for a project that aims to spread worldwide in the near future.

After we launched the initiative on December 2008, celebrating the spirit of beach culture in London, Milan, Berlin and Dublin, to raise awareness, we developed an intensive summer campaign that started in June 2009.

We presented the findings of the 'Corona Save the Beach Survey' to media in Madrid, London and Rome, and announced the opening of the voting contest to select the beach to be recovered. We had the support of eco-advocate Alexandra Cousteau, granddaughter of legendary explorer Jacques Cousteau, and of British designer Jade Jagger.

And, we fulfilled our commitment: Capocotta beach won the on-line contest, and it was cleaned on July 23rd, 2009 by equipped volunteers under the guidance of experts.

Finally, we designed a special event to wind up the summer season. We joined leading Spanish radio station Los 40 Principales in a concert that brought together top Spanish pop bands on August 14th at Salou beach, Spain.

Activities carried out in the UK, Ireland, Spain, Italy, France and Germany achieved the following results for 2009: 32,000 people enjoyed our events, among them, 1,500 VIPs; 120,000 votes accumulated on our website in two weeks; 5,000 Europeans surveyed; more than 1,000 kilos of litter gathered, and over 15,000 Euros of funds collected.

Also, we have achieved a total of 770 media clips, reaching more than 270 million OTS and 11 million Euros in PR return, 104 minutes of TV, and over 1 million references on Internet search engines.