During Brazil’s closed fishing season, thousands of small-scale fishermen are left without income, and illegal fishing increases, threatening marine reproduction. To tackle this issue, Corona launched Fishermen Storytellers, a project that turned fishermen into tour guides, tapping into the one thing they love almost as much as the sea: telling stories.
Local legends were transformed into cultural experiences, offered as guided tours led by the fishermen themselves. The response was immediate. All tours sold out in less than 24 hours, providing income to over 1,200 fishermen across six regions, curbing illegal fishing, and strengthening Corona’s presence along the coast.
It was the perfect blend of economy, environment, and local culture that captured people’s hearts and made a real impact.