Corona, AB InBev's world-famous Mexican beer brand, on Thursday launches a new, circular form of packaging for six-packs, as part of its long-standing dedication to protecting the environment and tribute to the fourth Global Recycling Day - harnessing surplus barley straw to create a truly sustainable paper packaging solution. The move makes Corona the first global brand to leverage technology and processes three years in development by AB InBev's Global Innovation and Technology Center (GITEC).

Matt Che, Chief Marketing Officer of Budweiser APAC, noted: "At Budweiser APAC, sustainability is our business. We're always continually exploring innovative models that help protect nature. With Corona commanding a deep connection with the outdoor and natural world, we're happy to see it making this great progress in recycle packaging, and looking forward to a further application of this ground-breaking technology in the future."

Corona launches a new, circular form of packaging made from barley. Corona leverages this packaging technology as AB InBev's first global brand. Photo: Courtesy of AB InBev

Zero-Waste Barley Use Points to Future Circular Model

For the packaging innovation, Corona collects barley straw, a leftover from farmers' harvests, and utilizes a unique pulping process to turn the material of relative fragility into paper fiber. This technology also uses 90 percent less water in its production than the traditional virgin wood process, along with less energy and fewer harsh chemicals. Through the circular model, Corona is looking to offer a pioneering way-out for the industry's waste management landscape, and by leveraging the annual Global Recycling Day, calling on more to care for the sustainable cause of resource recycling and reuse.

The new packaging will launch on Thursday with an initial 10,000 six-packs rolling out as a pilot in Colombia in March, followed by Argentina later in 2021 as Corona looks to scale the new solution globally.

The company plans to scale up the new alternative packaging solution globally in the future. The potential positive environmental impact of this truly circular packaging is significant given only 8.6 percent of the current 100 billion tonnes of materials consumed industry-wide are cycled back into the economy.

Through day-to-day actions such as ordering meal deliveries free from single-use cutleries, choosing paper straws to enjoy drinks, and taking along their own eco-friendly bags when shopping, more consumers do their part to protect the environment and turn sustainable ideas into trendy lifestyle. And Corona, as a responsible brand, is trying to developing more possibilities of sustainable model, thus to accelerate this irreversible wave from the source.

Corona Grasps Life's Leisure Moments to Protect Nature

With a deep connection with the natural world, Corona has been seeking to entertain consumers with a pleasant and relaxing beach lifestyle and the way of living. Besides, thanks to its refreshing taste, translucent color and unique lime ritual, Corona attracts consumers that pursue a natural and premium life. 

Corona delivers an authentic beach lifestyle. Photo: Courtesy of AB InBev

While Corona is famous for its physical aspiration and appealing spirit as one of the world's leading Mexican beer, Corona has long been advocating responsible consumption and driving the industry's green development. 

For years, the brand has taken sustainable development as its core strategy, innovatively integrating more eco-friendly measures into different stages throughout its value chain like R&D, packaging and recycling, as it looks to do its part in fostering a harmonious co-existence between man and nature.

Corona Upgrades Value Chain to Create "Plastic-Free" Green Life

In 2017, Corona entered a partnership with Parley for the Oceans to protect beaches around the world, encouraging more to safeguard the marine environment by collecting and cleaning plastic wastes on beaches. 

This "plastic reduction" campaign has conducted 537 clean-ups in over 23 countries, cleaning more than three million square meters of beaches and involving over 25,000 volunteers. Additionally, Corona has spearheaded a number of awareness campaigns, such as launching the FIT PACK packaging, cutting packaging wastes and producing awareness film The Fish.

Corona held beach cleanup campaign in Shenzhen. Photo: Courtesy of AB InBev

AB InBev, the world's leading brewer, has been relentlessly working with its popular brands to co-advance the sustainability journey. In 2018, AB InBev announced its 2025 Sustainability Goals, covering key advances in areas of smart agriculture, water stewardship, circular packaging and climate action. 

In terms of circular packaging, the goal has been set that 100 percent of its products will be in packaging that is returnable or made from majority recycled content. The launch of Corona's new barley straw-turned beer pack marks the group's another milestone trial and attempt in eco-friendly packaging.