Anheuser-Busch InBev Promotes Zero-Alcohol Beer Corona Cero at 2024 Paris Olympics

Anheuser-Busch InBev (AB InBev) is leveraging the 2024 Paris Olympics to promote its zero-alcohol beer, Corona Cero. This move aligns with the growing demand for low-alcohol beverages among health-conscious consumers.

Clarissa Pantoja, global VP of marketing at Corona, emphasized the synergy between the Olympic Games and Corona's brand values. "The Olympics wants us to get a better side of us via sports," she said. "We believe the same, but with the connection [via] nature."

The growing demand for low-alcohol beverages reflects a shift in consumer preferences towards healthier lifestyle choices, which can have a significant impact on the beverage industry as a whole. Thus, companies like Anheuser-Busch InBev may need to adapt their product offerings to stay competitive and meet changing consumer demands.

The 2024 Paris Olympics will be a significant marketing opportunity for AB InBev, with billions of sports fans expected to tune in. This marks the first time a beer sponsor will feature a zero-alcohol product at the Olympics.

Corona Cero, launched in Europe two years ago, is part of AB InBev's strategic push towards low-alcohol beverages. The global beer industry has seen a 3.6% annual compound growth rate in low-alcohol beverages since 2018, compared to just 0.3% for alcoholic beer.

In the US, the number of adults aged 18-34 who drink alcohol has dropped from 72% in the early 2000s to 62%, according to Gallup. This demographic shift is driving the demand for low-alcohol and alcohol-free options.

AB InBev's CEO, Michel Doukeris, acknowledged the changing consumer preferences. "The consumer has changed," he said. "No-alcohol beer or beer with alcohol content under 0.5 is a tiny corner of the market... but it's had an annual compound growth rate of 3.6 since 2018."

The Paris Olympics will see fierce competition among beer brands promoting their zero-alcohol offerings. Carlsberg, for instance, is positioning its Tourtel Twist to be the non-alcoholic beer of choice at the Games.

Master brewers have been working on formulas to replicate the taste and texture of regular beer without alcohol. Recent breakthroughs have made it possible to achieve the depth of taste that consumers expect.

Demand for low-alcohol beverages continues to rise, and AB InBev aims to capture a larger share of this growing market. The company's goal is to have 20% of its sales come from low or no-alcohol beer by 2025.

The promotion of Corona Cero at the 2024 Paris Olympics highlights AB InBev's commitment to meeting changing consumer preferences and enhancing its brand's global presence.

Key Takeaways

• Anheuser-Busch InBev promotes Corona Cero, its zero-alcohol beer, at 2024 Paris Olympics.
• Low-alcohol beverages see 3.6% annual growth rate, driven by health-conscious consumers.
• AB InBev aims for 20% of sales to come from low/no-alcohol beer by 2025.
• Corona Cero launch in Europe two years ago part of AB InBev's low-alcohol push.
• Master brewers achieve breakthroughs in replicating regular beer taste without alcohol.