After opening a private island eco-resort, Corona is expanding its brand’s connection with nature by cornering the market in sunsets.

The Anheuser-Busch InBev brand is launching a series of environmentally-themed beach music festivals this spring in 14 markets globally (excluding the U.S., where the brand is imported under Constellation Brands). The Corona Sunsets Festivals will kick off in April beginning in South Africa, followed by Chile, Peru, Colombia, Japan, Italy, Canada, China, Greece, Brazil, Dominican Republic, India and other markets to follow.

Festival locations were chosen specifically for their spectacular sunsets and will include beaches in Goa and in Okinawa, Japan. The sun setting will be integral to the experience, with the stage, set and headline act designed around celebrating the exact moment of sundown, according to Felipe Ambra, Corona’s global vice president.

The initiative will also be backed by a major new communications campaign created by Wieden+Kennedy Portland, with the tagline “Follow the Sunset,” which will include TV commercials, press ads, influencer activity and social media. This will include one commercial directly promoting the festivals, and one more general consumer push that will air in some markets before the festivals start and in some afterward.  “We want to make Corona synonymous with the disconnection that happens at sunset,” Ambra told Ad Age. “Both campaigns are linked to an amazing social moment for friends that you can enjoy everywhere.”

Each festival will host between 5,000 and 10,000 people. Consumers will be able to buy tickets online, with pricing set for each local market similar to other music festivals. They can also win tickets via on-pack promotions, where they will be able to scan a QR code and win various prizes, not only to go to their local event but to other festival events around the world.

Events will kick off in the afternoon, and build up to the moment of sunset when the headline acts (who have yet to be revealed) will perform. As well as music there will be environmentally themed activities on offer, such as workshops, arts and crafts stalls, locally-sourced culinary experiences and talks by NGOs and sustainability experts. Corona has worked with nonprofit partner Oceanic Global to make the entire experience as sustainable as possible, using eco-friendly materials and no single-use plastics, and to leave behind no footprint.

The brand partnered with Fly South Music Group and local partners in each festival market to build lineups with international musicians and DJs. However, just as important as the music will be the environmental aspect of the experience, Ambra emphasized.

The festivals are aimed at highlighting Corona's brand purpose of “reconnection to nature,” and will put heavy emphasis on the importance of protecting the outdoors, Ambra added. “With these festivals, we hope to share our love of nature by making guests more aware of their environment and hopefully inspire them to become agents of positive change in their communities. We hope to amplify the feeling of relaxation and rejuvenation that nature provides us while working to leave the world a better place than we found it.”

It's the latest initiative by Corona to push its sustainability agenda and emphasize that it's a “brand born at the beach.” In addition to the private island, which opened in 2022, it debuted an environmentally-friendly six-pack holder made from barley straw, commissioned the U.K.’s first “100% natural bar” in Cornwall, England, and has highlighted its natural ingredients by reversing its bottles on shelves in Argentina. Last year it also introduced Sunbrew, a non-alcoholic beer infused with Vitamin D.