From beer to lifestyle brand: How Corona is winning over India’s premium consumers

Corona Extra, the globally recognized Mexican beer brand, had long been synonymous with refreshment and laid-back vibes since its inception in 1926. Brewed by Cervecería Modelo and owned worldwide by AB InBev, Corona was known for its crisp, well-balanced flavor, often complemented by a signature wedge of lime. While Constellation Brands exclusively imported and marketed Corona in the US, the brand enjoyed a massive presence worldwide.

This year, Corona made waves beyond the beer industry with its highly anticipated debut at Lollapalooza India. Taking over the main stage as the ‘Corona Sunsets Stage’, the brand brought together 30+ iconic global and homegrown artists, celebrating music, culture, and the magic of golden moments.

To delve deeper into the partnership, Adgully spoke with Vineet Sharma, Vice President – Marketing & Trade Marketing, AB InBev India, who shares his insights on why Lollapalooza India is the perfect platform for Corona’s ‘Golden Moments’ philosophy, potential exclusive activations and collaborations, and how AB InBev is adapting to India’s evolving premium and lifestyle-led consumer base. He also discusses the role of experiential campaigns and festival partnerships in engaging Gen Z and millennials, how Corona stays relevant amid the rise of craft beer and microbreweries, and the future of beer consumption trends in India, particularly among aspirational young consumers. Additionally, Sharma highlights key regions driving Corona’s highest consumption and how AB InBev is tailoring its market strategy accordingly.

What makes Lollapalooza India the ideal platform for Corona’s ‘golden moments’ philosophy, and can we anticipate any exclusive activations, collaborations, or limited-edition offerings around the festival?

Lollapalooza India provided Corona with an exceptional stage to connect with India’s vibrant youth culture. The festival’s energy mirrors Corona’s spirit – celebrating life’s golden moments with your friends. The Corona Sunsets Stage and immersive activations like the Ferris Wheel and Golden Vista Activation Zone brought this philosophy to life. We’re committed to building on this success, delivering unique experiences, and solidifying Corona as a premium lifestyle brand in India.

How is AB InBev responding to India’s evolving consumer base for premium and lifestyle-led brands such as Corona?

AB InBev is deeply attuned to India’s evolving consumer preferences, particularly the desire for premium, lifestyle-centric brands. Corona is at the forefront of this shift, not just as a beer but as a lifestyle brand. Our focus is on curating premium moments for our audience – through festival partnerships, immersive activations, and exclusive collaborations – that seamlessly integrate with their social and aspirational lifestyles.

By staying true to its ethos of freedom and golden moments, Corona continues to resonate with India’s growing base of premium consumers.

What role do experiential campaigns and festival partnerships play in engaging Gen Z and millennial consumers?

For Gen Z and millennials, being part of never seen before experiences matter more than material possessions. They seek immersive, shareable brand moments, making experiential marketing crucial for brands. At Lollapalooza, Corona blended seamlessly into the festival journey – from the Corona Sunsets Stage to interactive experiences that deepened these emotional connections.

Festival partnerships offer the perfect setting for not just organic brand storytelling but also brand story – doing that is much more authentic for our consumers, turning every golden moment into a shareable experience. This strategy doesn’t just build brand affinity – it cements Corona as a lifestyle choice.

How do you foresee beer consumption trends evolving in India, particularly among aspirational young consumers? Which regions demonstrate the highest consumption of Corona, and how is AB InBev tailoring its market strategy accordingly?

We foresee continued growth in demand for premium, lifestyle-driven beer brands like Corona, fueled by India’s aspirational young LDA consumers. Cities like Mumbai, Delhi, Bengaluru, Goa, Kolkata, Hyderabad are driving Corona’s growth, thanks to their urban, social culture and affinity for global brands.

AB InBev India is tailoring its strategy through bespoke activations, exclusive collaborations, and expanded urban outreach, ensuring Corona remains the premium beer of choice for India’s evolving consumer base.

Given Corona’s strong presence at global festivals like Lollapalooza, is AB InBev exploring collaborations with regional festivals such as Hornbill, Shillong Festival, or Ziro Festival?

We see great value in regional festivals for connecting authentically with consumers. While our focus remains on delivering memorable, experience-driven moments, we’ll strategically explore collaborations that align with Corona’s premium, lifestyle-driven ethos.

With the rise of low- and no-alcohol beverages in India, does AB InBev perceive an opportunity for Corona in this space?

Mindful drinking is a growing trend, and we continue to closely evaluate the space in India. In fact, one of our other brands – Budweiser 0.0 – is the market leader in the Non-Alc Beer segment of India. Corona’s core focus currently remains on expanding its presence across India with its premium beer offering, but we are always open to exploring opportunities to expand our portfolio in this segment when the opportunity is right.

How does a global brand like Corona remain relevant amidst the rise of craft beer and microbreweries in India?

Corona is the most valued beer brand on the planet. Corona’s relevance extends beyond trends – it’s a global icon of premium refreshment and effortless lifestyle. Our signature lime ritual isn’t merely a serving suggestion – it’s a mindful moment signaling the transition from day to night, from work to play. This positioning becomes even more powerful in a fragmented market, offering a familiar beacon of premium quality and emotional resonance.

Our Lollapalooza partnership demonstrates how we are evolving for today’s Indian consumer – creating immersive experiences that position Corona not as an everyday beverage, but as a companion for special moments. You will continue to see this brand expanding its presence and associate with premium and like-minded partnerships across India.