- Index hide
Studies like one conducted by Kantar Millward Brown Revise that the beer market has leading brands.
The creation of festivals has made brands like Corona a benchmark in the music industry.
We have seen these experiences of brands migrating to new showcases with firms such as Red Bull.
Corona Sunsets Festival World Tour 2023 is the new showcase of the brewery originally from Mexico, with which it will travel around the world and establishes a new value guideline for the consumer, which is to enter the market for festivals.
If we see the projections of Kantar Millward Brownefforts to bring brands to new showcases seek to highlight a brand as Budweiser, which reaches a brand value of 16 billion dollars; while Corona appears on this list with a value of eight billion dollars.
Corona’s new bet
Corona Sunsets Festival World Tour 2023 It will be Corona’s new viral bet, which expands in the market through categories such as events, with a product that from its name gives an idea of the experience that the beer brand will focus on.
Corona’s Sunset Festival is back.
From the beaches of Goa to the raw natural beauty of Okinawa, join us on our 14 stop world tour for live music, unique outdoor settings and so much more.
Reconnect with nature by celebrating the sunset. https://t.co/IThvfTF13g pic.twitter.com/vjhRCNRrMi
— Crown (@crown) February 2, 2023
The start of the festival will be on April 1st in South Africa and starts with a very important premise, which is to share the love for nature, inviting attendees to be more empathetic with their environment.
The action of Corona, owned by AB InBev, marks an interesting leap from the simple sale of beer to the marketing of events, in an action that will seek to connect the brand with key scenarios, as a strategy to promote sustainability that seeks to settle with the consumer.
With the start of dates from this first of April, the tour of this festival franchise is expected to visit Chile, Peru, Colombia, Japan, Italy, Canada, China, Brazil, Greece, India and the Dominican Republic.
“As a brand born on the beach, we believe in the restorative power of taking a short break from the busy life and enjoying the sunset. With these festivals, we hope to share our love for nature by making guests more aware of their surroundings and inspiring them to become agents of positive change in their communities,” explained Felipe Ambra, Global Vice President of Corona.
As is the case with Corona fully entering the festival segment under the guise of sustainability, other brands have expanded their name into unexpected arenas as we have witnessed with Red Bull fully entering the auto racing market, as we have seen. he has done masterfully with his team in Formula 1.
The brand even recently introduced the team for the 2023 season and at the event that took place in New York City, the drivers and branding aspect that will be seen on F1 vehicles and apparel in 2023 was presented.
With both cases, it is more than evident how important content is for brands and how the platforms where these stories are activated become transcendental scenarios, with great impact on the market, where the value of the brand no longer lies only in the product it achieves. Being in the showcase now lies in the experience that is built in the market.
Now read: