In South Africa, a bottle of Corona beer isn’t complete without a wedge of lime. But when faced with a lime shortage, Corona took matters into their own hands. Back in 2018, they partnered with the Moletele community to establish a sustainable lime farm in Hoedspruit. Despite this, the challenge persisted due to the seasonal nature of lime trees in South Africa. To overcome this, Corona implemented innovative techniques, including planting trees on ridges and dividing the orchard into production blocks. This allowed them to control factors like nutrients, temperature, light, and water, tricking the trees into producing fruit every two months instead of once a year. This commitment to sustainability and innovation ensures a Limetime Guarantee for Corona drinkers in South Africa.
In February 2024, Corona Beer launched a groundbreaking campaign in South Africa titled ‘Limetime Guarantee’, showcasing their innovative approach to addressing a lime shortage. This campaign, spearheaded by the ad agency Boundless, highlights Corona’s commitment to sustainability and quality while providing a fascinating glimpse into their efforts to ensure a consistent supply of limes for their beloved beer.
The ritual of adding a wedge of lime to a bottle of Corona has become iconic, synonymous with the refreshing taste and experience of enjoying this popular beer. However, in South Africa, this tradition was threatened by a shortage of limes, posing a challenge for Corona and its loyal consumers. With only 0.09% of citrus orchards in South Africa dedicated to limes and the majority of the crop being exported, Corona faced a pressing issue that needed a creative solution.
In response, Corona embarked on an ambitious initiative to establish a sustainable lime farm in partnership with the Moletele community in Hoedspruit. By collaborating with local communities and leveraging sustainable farming practices, Corona aimed to address the root cause of the lime shortage while contributing positively to the local economy and environment.
Despite this initial effort, Corona encountered a significant obstacle: the seasonal nature of lime trees in South Africa. Traditional lime trees bear fruit only once a year, posing a challenge for a brand like Corona that is enjoyed year-round. Undeterred, Corona’s team of experts devised an innovative solution to overcome this obstacle.
They implemented advanced agricultural techniques, including planting trees on ridges and dividing the orchard into six production blocks. This strategic approach allowed them to exert greater control over factors such as nutrients, temperature, light, and water, effectively tricking the lime trees into believing it was the flowering season. As a result, the trees began producing high-quality limes every two months instead of once a year, ensuring a consistent and reliable supply for Corona drinkers.
The ‘Limetime Guarantee’ campaign showcases Corona’s dedication to sustainability, innovation, and quality. By addressing the lime shortage head-on and implementing cutting-edge agricultural practices, Corona not only ensures the availability of limes for their iconic beer but also demonstrates their commitment to environmental stewardship and community engagement. This campaign not only celebrates Corona’s ingenuity but also reinforces its position as a leader in the alcoholic drinks industry, setting a new standard for sustainability and quality assurance.
