AB InBev, owner of the Corona beer brand, has announced the European launch of its online Corona lifestyle store in collaboration with sports and lifestyle retail company, Cube Partnership. IMG, AB InBev’s exclusive licensing representative in Europe and the Middle East brokered the deal.  

“We are delighted to partner with Cube to create Corona’s first online lifestyle store,” says Maxime Pudzeis, head, licensing EMEA, 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 to deliver exciting and innovative collections that truly elevate the consumer and partner experience to the next level.” 

The collection features a range of organic cotton T-shirts and sweatshirts made with natural dyes and water-based prints and in plastic-free packaging. The palette consists of ocean- and sunset-inspired hues inspired by the brand’s connection to the beach. 

“We are thrilled to start this new partnership with Corona,” says Andy Moss, chairman, Cube International. “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 e-commerce programs into global lifestyle brands. In close collaboration with Corona, we are looking forward to bringing to life the brand's authentic, aspirational and sustainable lifestyle ethos to a wide-reaching audience through an extensive, best-in-class e-commerce program.” 

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“This collection reflects Corona – enjoying the simple pleasures of life without compromising the environment,” says Natalie Horne, associate vice president, licensing, IMG. “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.” 

The Corona Lifestyle Collection 2022 is now live for consumers across Europe.