Through local efforts, plastic collected will either be recycled or transformed for local communities such as community sculptures, pallets for transport and beach items. From North America and South America for Asia and the Middle Eastmore than 150 community members in total participated in the collection by spending more than 15 hours collectively fishing for the plastic.

According to World Economic Forum, it is estimated that by 2050 there will be more plastic than fish in the sea, which will impact the livelihoods of fishermen. Ocean pollution around the world is so alarming that Corona continues to find ways to extend beach protection and preservation efforts to the sea. Corona’s World Plastic Fishing Tournament shows how communities come together to help the environment and support the region economically. For the global event, Corona and local recycling companies compensated independent fishermen who make their living from the oceans, for their catches and their time supporting the expedition. Additionally, Corona has held workshops for local anglers on environmental initiatives and best practices. These important discussions focused on how we all play a part in diverting ocean waste from our waterways.

“The Corona Plastic Fishing Tournament is another step forward in our long-term goal of leaving no plastic in the wild,” said Philip Ambra, Global Vice President for Corona. “At Corona, our environmental commitment is rooted in preserving and protecting our oceans and beaches. We believe it is our responsibility to protect paradise for generations to come, and we want to lead the way and inspire others to do the same.”

The first plastic fishing tournament was a brand initiative based on an internal corporate social responsibility innovation challenge that was piloted in Mexico in 2021. Advertising agency WeBelievers worked closely with Corona on the planning and execution of the Plastic Fishing Tournament.

“It’s an honor to be able to work for a brand that demonstrates its commitment through action, by creating and developing scalable platforms that have a real impact on people’s lives and on the planet,” said Gustavo LauriaCo-founder and CCO of We Believers.

What was originally an idea is now a global effort to help recover more plastic from the environment than it generates with additional plastic fishing tournaments later this year. This effort builds on Corona’s commitment as the first in the beverage industry to become “net zero plastic”, which was announced in 2021 – reinforcing the various ways Corona recovers more plastic from the environment than it releases into the world. The Plastic Fishing Tournament builds on Corona’s longstanding commitment to help protect the world’s oceans and beaches from plastic pollution. To date, Corona has performed over 1,400 cleanups, engaged over 68,000 volunteers and collected plastic waste from over 44 million square meters of beach.

About Corona
Born in Mexico, Corona is the country’s leading beer brand, the most popular Mexican beer in the world, exported to more than 180 countries. Corona Extra was first brewed in 1925 at the Cervecería Modelo in Mexico City. Corona is a pioneer in the beer industry by being the first to use a transparent bottle showcasing its purity and high quality in the world. The artwork found on the bottle is painted, emphasizing our commitment to quality in our packaging and our Mexican heritage. No Corona is complete without lime. Naturally adding character, flavor and refreshment, the Lime Ritual is an integral part of a truly unique Corona experience. The brand is synonymous with the beach and celebrates time spent outdoors. It invites people to pause, relax and enjoy life’s simple pleasures. Corona is continuously committed to reducing plastics. It has exceeded its mission to protect 100 islands by 2020 and continues to have consistent global cleanup efforts.

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