• by Erik Oster , March 6, 2024

Corona tapped a buzzworthy actor for a promotional role, naming Pedro Pascal its brand ambassador.

The Chilean-American actor is coming off of a big year that included starring roles in “The Last Of Us” and the “The Mandalorian,” with Time naming him to its “100 Most Influential People” list for 2023.

Snoop Dogg previously served as brand ambassador for Corona, appearing in the ongoing “‘La Vida Más Fina” campaign since 2020. According to a release, the move is part of a shift in tone for Corona as it places greater emphasis on its Latino roots.

Pascal’s “impact on culture is undeniable, and as we continue to celebrate our shared heritage and assert our position as a modern Latino brand, there is no better partner than Pedro Pascal,” Corona director of marketing Saúl Trejo said in a statement.

The move also comes as Corona plans some updates to its brand portfolio. On a recent earnings call for Constellation Brands -- which owns the U.S. distribution rights for Corona (which is brewed by ABInBev and distributed by the company outside the U.S.) an investor asked about unspecified “innovations” to Corona Sunbrew -- a 0% ABV beer with added vitamin D, which launched in Canada in 2022.

“Sunbrew is coming” to the U.S., Constellations Brands CEO Bill Newlands said, adding that any details would be discussed at the introduction in early March.

Pascal will star in the next iteration of Corona's “La Vida Más Fina” campaign, which positions the brand as part of embracing a worry-free mindset and letting go. Creative featuring the star will debut in May.

Pascal is also a vocal supporter of LGBTQ+ rights, notable in the wake of major beer brands' lack of visible support for that community after Corona competitor Bud Light handled anti-trans far-right attacks on the brand for a one-time partnership with trans influencer Dylan Mulvaney. LGTBQ+ consumers were critical of Bud Light for not defending Mulvaney or offering support as she faced online harassment. Pascal has spoken openly about his support for his transgender sister, Lux (herself an actress), and reportedly developed a close relationship with his “The Last Of Us” co-star, nonbinary actor Bella Ramsey.