The archive · Product Ideas · Product decision · 2022
Corona brews the world's first vitamin-D non-alcoholic beer as drinkable sunshine
Corona Sunbrew 0.0% pours 30% of the daily vitamin D value into every bottle — sunshine for the over-a-billion people living indoors.
Corona (AB InBev)
What it had to solve
Corona had always encouraged enjoying life outside in the sunshine. Working from home, weather conditions and the pandemic pushed society indoors more than ever, and the resulting sun deprivation had physical consequences, including a lack of vitamin D affecting over a billion people.
How it works
Corona has always encouraged people to enjoy life outside in the sunshine. Working from home, weather conditions and the pandemic pushed society inside more than ever, and the resulting sun deprivation had physical consequences: a lack of vitamin D in people's bodies affecting over one billion people.
Vitamin D is essential for strong bones, the immune system and even fighting depression. Rather than run another campaign about the outdoors, Corona made the remedy itself: Corona Sunbrew 0.0%, the first non-alcoholic beer infused with vitamin D.
The launch delivered the promise as a spec — 30% of the recommended daily value of vitamin D in every bottle — under the banner Sunshine Anytime. Drinkable sunshine sat exactly in the brand's own territory, and gave people stuck indoors a way to take its claim literally.
The result was an idea that worked as packaging and product as much as advertising, and the work was credited in the D&AD awards archive.
Why it lands
- The product embodied the brand promise instead of illustrating it, so enjoying sunshine became measurable and consumable.
- The 30%-of-daily-value figure gave the health benefit a concrete unit that a lifestyle campaign could not offer.
- It arrived at the moment the problem peaked: pandemic and work-from-home had turned vitamin D deficiency into a mass condition, not a niche worry.
- Choosing a non-alcoholic beer widened when the brand could be consumed, which is exactly what Sunshine Anytime claimed.
What it did
The product gave the health argument a physical form no ad could match: a bottle that measurably replaces some of the sunshine indoor life removed. The launch was credited in the D&AD awards archive as a product-led idea.
What you can take
When a brand promise is a benefit people actually lack, put the benefit in the product itself — then the idea survives without the advertising.
Since then
Corona Sunbrew 0.0% was credited in the D&AD awards archive of 2022, keeping the idea on record as a product-led answer to an indoor era. By engineering the brand's core promise into the liquid, the launch showed how a functional benefit can renew an old brand story without leaving its own territory.
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