The lighting of the cauldron in Paris signaled the start of the Olympic Games Paris 2024 -- and a major moment for AB InBev to give beer fans more ways to responsibly celebrate the magic of the moment. No-alcohol Corona Cero led the way as the official beer sponsor of the Olympic Games.
With its low ABV (alcohol by volume), beer provides consumers with more choice for more occasions. And our extensive portfolio of no-alcohol beers offers more options to reinforce moderation as a social norm.
Throughout the Olympic Games and in more than 20 markets around the world, Corona Cero offered a fresh perspective on relaxation and celebration, reminding the world to unwind, stay close to nature and celebrate life’s moments big and small.
As part of Corona Cero’s Golden Moments campaign, Olympic fans of legal drinking age in Brazil were reminded of the importance of alternating with Corona Cero when ordering drinks online via Zé Delivery. In markets where Corona Cero is not yet available, similar campaigns were activated with our local no-alcohol brands, like Cass 0.0 in South Korea and Belgium’s Jupiler 0.0. Marketing for our no-alcohol beers emphasized that these products are only intended for people of legal drinking age.
Our promotion of moderation and responsible drinking, what we call Smart Drinking, during the Olympics went beyond Corona Cero and our local no-alcohol brands. The Olympics provided an unmatched moment for Corona Extra to also connect with sports fans of legal drinking age and promote Smart Drinking tips – such as eating before and while drinking, never drinking and driving, and no tolerance for underage drinking – using evidence-based social norms marketing techniques that reinforce positive behaviors. The brand also provided clear and actionable messages to consumers, encouraging them to alternate drinks with our no-alcohol beer -- a simple behavior proven to help improve consumption patterns and promote moderation.
In addition, our Corona brands invested in Responsible Beverage Service (RBS) training for servers where our primary Olympic activations took place. Hundreds of servers, staff and hospitality management worldwide were trained and certified in RBS to help prevent sales to minors, identify and address signs of impairment and prevent drunk driving. Independent, undercover individuals posing as consumers, known as “mystery shoppers”, helped ensure venue staff complied with RBS practices throughout the Olympics.
“Our beers are an integral part of sports celebrations,” said Bruno Cosentino, AB InBev Global Vice President, Marketing. “We were proud to bring our effective and evidence-based Smart Drinking initiatives to the Olympics and its fans and offer more choices for moderation and a future with more cheers.”
AB InBev + Moderation:
More Choices, More Cheers
· 54% of AB InBev products are lower alcohol (4.5% or below) when compared to the typical 5% ABV for beer
· One of the world’s largest no-alcohol beer producers (~20% global market)
· Maker of 28 no-alcohol beer brands
· Invested $900 million USD in marketing to help shift social norms since 2016*
* 472 million USD of the total amount has been validated through an independent external auditor. The remaining investment figures are under review. Total investment could potentially change based on results of external assurance process results.
