The Joester Loria Group celebrated Dia de Los Muertos at the Corona x Reef collaboration launch party at Point Break in New York City last week. The bar was decked out in colorful Dia de Los Muertos skull art, party goers shopped the collection of apparel and footwear, played Corona beer pong, and celebrated DDLM with skull art face painting and a themed photo booth. The Corona x Reef’s apparel and footwear Cinco collaboration launched Spring 2018. This second collaboration collection, themed around Dia de Los Muertos and featuring Corona’s distinctive skull art on men’s board shorts, headwear, women’s flip flops, and Reef’s signature bottle opener sandals, is in stores now.
Constellation Brands has partnered with Reef for a second multi-category apparel line inspired by the Corona brand. Corona x Reef have collaborated on a Dia de los Muertos inspired apparel and footwear collection featuring Corona’s distinctive DDLM skull art, set to launch in October 2018. The line includes men’s board shorts, headwear, women’s flip flops, and Reef’s signature bottle opener sandals and will be available in specialty retailers including Tilly’s, Ron Jon, Zappos, Amazon, independent surf shops and on Reef.com. It follows the successful Corona x Reef collaboration that launched in May 2018, timed with Cinco de Mayo and summer.
Marketing support for the collaboration will include the Corona x Reef launch party on November 1st at Point Break NYC, perfectly timed to celebrate Dia de los Muertos. Attendees will be able to shop the collection, sip Corona beer specials and celebrate the holiday. Online marketing and influencer campaigns will further promote the collaboration. The partnership was brokered by The Joester Loria Group, Constellation Brands’ licensing agent.
The new Reef x Corona collection includes brightly-colored men’s board shorts, headwear, the signature Reef bottle opener sandals, as well as colorful women’s flip-flops. The collection is currently available on the Reef online store, www.reef.com.
Reef and Corona are celebrating their partnership with events at Electric Beach, influencer parties, online marketing and social media campaigns. The collection arrives at Zumiez and multiple specialty retailers throughout the country in time for Cinco de Mayo.