PR95058

LONDON, March 18, 2022 /PRNewswire=KYODO JBN/ --

--Timed to Global Recycling Day, Corona's global fishing event recycled five

tons of plastic debris from waters worldwide while aiming to generate a second

source of income for fisherpeople

Today, on Global Recycling Day, global beer brand Corona revealed the results

of their first global Plastic Fishing Tournament, a series of events held

around the world to remove plastic debris from the ocean and raise awareness

about marine plastic pollution. The events held in Mexico, China, Brazil and

Israel compensated local fisherpeople for their plastic debris hauls and

connected fisherpeople in the region with a local recycling center to collect

and recycle plastic debris found in the ocean aiming to provide a new way of

generating income.

Video -

https://mma.prnewswire.com/media/1769003/Corona_Global_Plastic_Fishing_Tournament.mp4

Photo - https://mma.prnewswire.com/media/1768828/Corona_Plastic.jpg

Logo - https://mma.prnewswire.com/media/1768826/Corona_Logo.jpg

As a result of the local efforts, the plastic collected will either be recycled

or transformed for local communities such as community sculptures, pallets for

transportation and beachwear merchandise. From North America and South America

to Asia and the Middle East, more than 150 total community members participated

in the collection spending more than 15 hours collectively fishing for plastic.

According to the World Economic Forum (

https://c212.net/c/link/?t=0&l=en&o=3476665-1&h=886139987&u=https%3A%2F%2Fwww.weforum.org%2Fpress%2F2016%2F01%2Fmore-plastic-than-fish-in-the-ocean-by-2050-report-offers-blueprint-for-change%2F&a=World+Economic+Forum

), it is estimated that by 2050 there will be more plastic than fish in the sea

impacting the livelihood of fisherpeople. The pollution of the oceans around

the world is so alarming that Corona is continuing to find ways to expand

protection and preservation efforts from the beaches to the sea. Corona's

Global Plastic Fishing Tournament demonstrates how communities come together to

help the environment and support the area economically. For the worldwide

event, Corona and local recycling companies compensated the independent

fisherpeople who make their livelihood from the oceans, for their hauls and

time supporting the expedition. In addition, Corona hosted workshops for local

fisherpeople on environmental initiatives and best practices. These important

discussions focused on how we all play a role in diverting oceanic waste from

our waterways.

"Corona's Plastic Fishing Tournament is another step forward in our long-term

purpose to leave no plastic in nature," said Felipe Ambra, Global Vice

President for Corona. "At Corona, our environmental commitment is rooted in

preserving and protecting our oceans and beaches. We feel 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-led initiative based on an

internal corporate social responsibility innovation challenge that was piloted

in Mexico in 2021. Advertising agency, WeBelievers, collaborated closely with

Corona on the planning and execution of the Plastic Fishing Tournament.

"It is an honor to be able to work for a brand that demonstrates its commitment

with actions, by creating and developing scalable platforms that have a real

impact on the lives of people and the planet" said Gustavo Lauria, Co-Founder

and CCO of We Believers.

What originated as an idea is now a worldwide effort to help recover more

plastic from the environment than it generates with additional Plastic Fishing

Tournaments later this year. The effort continues Corona's commitment as the

first in the beverage industry to become 'net-zero plastic,' which was

announced in 2021 – reinforcing the different ways Corona is recovering 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

conducted over 1,400 clean-ups, engaged over 68,000 volunteers, and collected

plastic waste from more than 44 million square meters of beach.

About Corona

Born in Mexico, Corona is the leading beer brand in the country, the most

popular Mexican beer worldwide 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 to the world. The artwork found

on the bottle is painted, highlighting our commitment to quality in our

packaging and our Mexican heritage. No Corona is complete without the lime.

Naturally adding character, flavor and refreshment, the lime ritual is an

integral part of delivering an experience that is truly unique to Corona. The

brand is synonymous with the beach and celebrates time outdoors. It invites

people to pause, relax and enjoy the simple pleasures of life. Corona has an

ongoing commitment to reducing plastics. It has exceeded its mission to protect

100 islands before 2020, and continues to deploy consistent global clean-up

efforts.

SOURCE: Corona

CONTACT: coronaglobal@allisonpr.com