Two and a half years ago, a creative agency and a craft brewery issued a challenge to the beer world: If plastic six-pack rings can end up in the ocean and kill wildlife, why not shift to a different type of packaging? They proposed a new type of ring that would biodegrade if it reached the water–and that could even be safely eaten if a turtle or fish mistakes it for food.

Corona will now be the first global beer brand to pilot the new plastic-free rings, beginning in small tests in Mexico and the U.K. next year. “We’re at that moment in time when the consumer is ready, and you have the writing on the wall that you have to do away with plastic,” says Marco Vega, cofounder of We Believers, the creative agency that spun out a startup called E6PR (“eco six-pack ring”) to produce the

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