Shares of Anheuser-Busch InBev SA (BUD) surged 5.01% in Wednesday's trading session, outperforming the broader market. The significant uptick appears to be driven by positive news surrounding one of the company's flagship brands, Corona.

Corona, an AB InBev global brand, has announced the creation of the world's first "sun reserve" on Brazil's Piedade Beach in Pernambuco. This innovative marketing initiative aims to preserve access to sunlight on public beaches by leasing beachfront land and capping building heights to prevent obstruction of sunlight. The move is part of Corona's commitment to outdoor living and environmental awareness, coinciding with the brand's 100th anniversary in 2025.

Investors seem to be responding positively to this creative approach, which not only reinforces Corona's brand identity but also demonstrates AB InBev's commitment to innovative marketing strategies. The Sun Reserve concept has the potential to be expanded to other markets, including South Africa, potentially creating a global impact for the brand. This initiative could strengthen Corona's market position and contribute to AB InBev's overall brand portfolio performance, which may explain the enthusiastic market reaction reflected in the stock's significant rise.