Corona Extra beer plans to take over an Austrian ski resort and rename it Corona Mountain.
The celebration involves around 80 distributors and key account customers being flown from across the UK and Europe to the resort of Sölden, near Innsbruck, for three days.
‘Corona Mountain’ runs March 18 – 20 and the campaign builds upon last year’s experiential marketing initiatives, organised in partnership with distributors Wells and Young’s, which saw the brand grow by more than 8% in the UK during 2008.
Angel Garcia Gomez, head of Corona Extra in the UK, said: “It is a unique programme being undertaken across Europe to support the trade and thank them for their support and loyalty.”
Corona Extra, which has seen sales growth topping 900% over the past six years, is sold, marketed and distributed by Bedford-based Wells and Young’s Brewing Company Limited. It is available in 155 countries.