Regional heats and finals will take place throughout the summer in England, Scotland and Northern Ireland, with winners representing their country in the grand finale in London in December.
Bespoke POS material, Corona Extra branded vehicles, giant inflatable and ‘walking bottles', as well as street performers and promotional girls will be on hand to increase awareness of the brand.
The final will be broadcast on MTV bulletins across the continent and will see mixing masters from 14 countries battling it out for the coveted title of Movida Corona World Champion.
"The championship further builds on the awareness and popularity of Corona Extra among key target audiences, helping to drive sales and increase distribution in both the on and off-trade," said Chris Lewis, director of marketing at distributors Wells and Young's.
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