Mexico City, June 15, 2021: World-renowned beer brand Corona has reached net-zero plastic footprint globally, marking a milestone in its long-term ambitions to combat marine plastic pollution. The achievement means that the company’s rate of plastic released into the environment is far lesser than the rate of plastic it recovers.
South Pole, a climate solutions provider recently subjected the brand’s worldwide operations to an intensive external evaluation against the 3R Initiative’s Corporate Plastic Stewardship Guidelines. The process evaluated the company’s use of plastics in all its brands’ products and distribution logistics programmes.
Corona’s mitigation activities, including its investment in Mexico Recicla, were also calculated, applying the Verra Plastic Waste Reduction Standard. Also, Corona launched an augmented reality (AR) app, Plastic Reality, to illustrate the extent of plastic pollution to mark World Oceans Week. After responding to some basic questions about their spending habits, users of the AR app are given an estimate of their yearly plastic footprint. This imprint is then visualized using pigmented pieces of plastic that splash the user’s physical world-like seawater washed up on the shore.
Corona Global marketing vice president, Felipe Ambra said: “For a brand born on the beach and deeply connected to nature, Corona must do everything within its power to be in unison with our oceans and environment. To become the first beverage brand globally to have a net-zero plastic footprint is [a] very recent initiative of Corona’s more general commitment to help protect the world’s beaches and oceans from plastic pollution menace. But we should not be the only ones doing do it”.
“That’s why Corona developed Plastic Reality, an augmented reality (AR) experience that allows people to see their yearly plastic footprint from their homes. Seeing the equivalent of one’s own annual plastic use in your living room is truly eye-opening, and I am hopeful it will inspire people to reduce their personal use of plastic and its impact on the environment,” Felipe added.
The brand, owned by Anheuser-Busch InBev, recently launched the Barley Pack, a technology that turns leftover barley into paper packaging to reduce waste. In March, Anheuser-Busch InBev launched a sustainable packaging design for the Corona brand. The design uses leftover barley straw from farmers’ harvests to create a paper board for producing the packaging.