Corona Extra — The Corona Beach Lounge
The Corona Beach Lounge became the place to be at UMA. The sales uplift in bars on ceremony night proved the partnership worked commercially, not just culturally.
— Corona Extra
Corona wanted to deepen its association with music-led celebration and convert sponsorship visibility into measurable bar and retail sales.
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DISCOVER CORONA EXTRA
The Corona Beach Lounge
Partnership Objective
Own the celebratory moment of urban music's biggest night and drive on-trade and off-trade sales across three territories over three editions.
UMA Strategy
UMA created the Corona Beach Lounge as the official hospitality destination on the red carpet, extending the activation across the USA, Caribbean and South America editions.
Activation
Official Drinks Partner across three editions; Corona Beach Lounge on the red carpet with artist-hosted moments; branded red carpet bar service; on-trade bar takeover programme across 450 venues; off-trade retail bundling in three territories; limited Corona x UMA collector pack.
Audience Reached
Three-territory cumulative reach across USA, Caribbean and South America broadcast, livestream and on-trade audiences.
Media Coverage
Coverage across Billboard, Rolling Stone, Noisey and trade press in three territories, with the Beach Lounge becoming a signature red carpet moment.
Campaign Outcomes
5.2 million audience reached across three territories; 27% on-trade sales uplift in participating venues during campaign nights; 16,000 new trade contacts and 22 new distribution clients; the collector pack sold through in five weeks.