Corona owner AB InBev has become the first official beer partners of the Olympics.
Corona Cero, the non-alcoholic iteration of the global beer brand, has become a sponsor of the Olympics in a bid to promote a “shared commitment to responsible consumption”.
The partnership will last through 2028 and is expected to accelerate zero-alcoholic beer growth while highlighting moderation.
Corona Cero was first launched in 2022 as a non-alcohol expansion of the Corona brand, coinciding with the brewing company creating its Global Smart Drinking Goals.
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AB InBev is aiming for no or lower alcohol beer products to represent at least 20% of its beer volume by the end of 2025.
The firm’s CEO Michel Doukeris said: “Beer and sports are better together, so we are proud to be the first beer sponsor for the Olympics at the Worldwide Olympic Partner level. Beer is the beverage of moderation and choice, and so it’s only fitting to lead with Corona Cero, for this occasion.
“This partnership illustrates the opportunity for our category to positively impact and engage with billions of fans around the world, ushering in a new era of Olympic spirit as we cheer for our favourite teams and athletes as they go for gold. We look forward to activating at the 2024, 2026 and 2028 games.”
AB InBev chief marketing officer Marcel Marcondes added: ““As we continue to invest to grow the category, we are excited to bring our beer brands to the Olympics and be a Worldwide Partner for these amazing events.”
