Corona launched the “Corona Beach Tour” in London yesterday with the first of three beach-themed parties in European cities. The parties are being used as a platform to promote beach conservation.

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During the London premier party, Israeli model Bar Refaeli showcased beachwear and a limited edition organic line of beach bags from designer Custo Barcelona. The bags will be sold to benefit beach preservation.

“The Corona Beach Tour will recreate in each of the selected cities the atmosphere of an idyllic beach in winter time, from white sand and palm trees to bar tenders in swimsuits and Hawaiian tikki bars,” Corona’s press release reads. “The events will attract many celebrities in support of this initiative, a promising start to a beach preservation movement from Corona Extra.”

I wonder what organization they’re planning on donating the money to—Surfrider International? Greenpeace? After all, global warming is the top threat to all our beaches.

Corona and Refaeli will stop in Berlin and Milan later this month.

[Via Ecorazzi]

Photo Credit: Corona Beach Tour