CHICAGO -- Corona Extra launched the "Corona Beach Getaway" sweepstakes, the brand's biggest retail promotion ever, the company announced. Customers of legal drinking age have the chance to win one of 100 trips to Mexico by purchasing custom-wrapped Corona bottles and cans through July 31.

"We're excited about the biggest retail promotion in Corona's history because it allows us to reach more consumers than ever before," said Jim Sabia, chief marketing officer of Crown Imports, Corona's exclusive U.S. importer. "We continue to create opportunities that embody our brand and generate excitement amongst Corona drinkers."

Specially marked bottles and cans containing unique codes have been randomly inserted into packages across the country, the company said. Customers can enter the codes online at CoronaBeachGetaway.com to enter random drawings for more than 1,700 prizes, including Corona-branded patio umbrellas, rolling coolers and beach cabana tents. The new beach packaging will appear on more than 11,000 bottles and 1,000 12-pack cans, five times more than Corona's 2010 "Win the Beach" promotion, according to the announcement.

A separate on-premise promotion lets Corona fans at local bars submit photos of their "Corona Getaway Moment" to CoronaTriptoMexico.com for the chance to win an exclusive beach vacation for two, the company said. The photos of 10 finalists will be posted on Corona's Facebook page.

The company plans to support the sweepstakes with a national promotional television commercial, in-store displays and radio ads, along with two large outdoor promotional displays in Chicago, the company said, including a 16-foot Corona Beach Getaway beer bottle.

"Corona holds a special place with our customers and we continue to provide them with extensive opportunities to relax responsibly and enjoy our products," said Sabia.

California residents can get in on an exclusive contest by submitting their relaxation expertise to CoronaRelaxationExpert.com. One winner will be selected to share tips as Corona's official Relaxation Expert.