Constellation Brands has entered into a series of partnerships to develop retail and marketing initiatives for Corona’s 100 Days of Summer campaign.
The Joester Loria Group, Corona’s licensing agent, brokered the deal.
In April, Corona teamed with Spencer’s for a range of branded apparel, accessories and homewares.
In the same month, Kroger signed on to expand its Cinco de Mayo offerings with free-standing Corona displays, as well as beer accessories including cozies, bottle ponchos, a multi-color cup pack and tin buckets from licensee West Coast Novelties, across 2,640 stores.
In early July, retailer Meijer began offering loungewear from Crazy Boxer; as well as branded freezer mugs, pint glasses, and chip-and-dip plates from Silver Buffalo.
Walmart continues to feature swim sets, apparel and footwear from Bioworld; pool floats from Polygroup; and pitchers and cozies from Silver Buffalo.
In May, Corona and Reef celebrated their collaboration with an exclusive launch at the W Hotel in Hollywood, Calif., as well as the Corona Electric Beach Festival. The next Corona x Reef line will become available in time for Dia de Los Muertos in October.
Another Corona partnership, Earth Source introduced Corona-branded limes early this summer.