Corona Hard Seltzer announces new, multi-year partnership with the Buffalo Bills


As the 2021 NFL season has kicked off, Corona Hard Seltzer is excited to announce a new partnership with the Buffalo Bills. Corona Hard Seltzer is now an official hard seltzer of the team, providing fans new ways to cheer on their favorite team with their favorite hard seltzer.

"Corona Hard Seltzer recognizes the passion that our fans have for the Buffalo Bills," said Dan Misko, Pegula Sports & Entertainment's Sr. Vice President of Business Development. "We're proud to welcome Corona Hard Setzer as an official hard seltzer of the Bills, and excited to work together to create meaningful experiences for our fans in the years to come."

Corona Hard Seltzer is now a presenting sponsor of immersive fan experiences at retail locations in the Western New York community, such as fun sweepstakes where fans can win a variety of prizes. Bills fans will have a unique opportunity to come together through mobile "Block Party" caravan events surrounding marquee games, including Nov. 14 (against New York) and Dec. 12 (against Tampa Bay). Each rally will touch different communities, providing lawn signs, official gear and prizes to different season ticket members and fans it passes along the way. Fans at Highmark Stadium will also have a chance to show their pride during the "Beach Break" fan cam segments at Bills games this year.

"We're beyond excited for our western New York fans to have the opportunity to engage with Corona Hard Seltzer in such a unique way," said Rene Ramos, VP Field, Lifestyle & Experiential Marketing, Constellation Brands. "Corona Hard Seltzer will connect with fans both inside and outside the stadium, with cultivated experiences to ensure they have the best time cheering on their favorite team."


The Corona brand family is home to Corona Extra, Corona Light, Corona Familiar, Corona Premier, Corona Refresca, and Corona Hard Seltzer. The entire Corona portfolio is brewed in Mexico by Constellation Brands and imported and marketed exclusively to the U.S. by the company. Corona Extra, the flagship brand of the Corona brand family, is a pilsner-style lager with a golden hue that was first brewed in Mexico in 1925. Corona embodies "La Vida Más Fina" or "The Fine Life" as a modern expression of the brand's lifestyle. The refreshing flavor and carefree attitude of Corona Extra holds a respected place in U.S. culture as the #1 most loved beer brand.

A brand that has long been synonymous with the beach, Corona is committing to removing 1 million pounds of plastic from shorelines and its business by the brand's 100th birthday in 2025 through its "Protect Our Beaches" initiative with Oceanic Global, a nonprofit leader in ocean conservation. Believing there is no such thing as a better tomorrow without our beaches, the brand is on a mission to preserve these special places for generations to come.