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AB InBev boosts Corona Cero presence at Golden Beach
AB InBev has opened Golden Beach in Paris to the public, giving Olympic Games attendees a chance to become acquainted with its Corona Cero brand.
At Golden Beach, located at Port De Suffren in Paris, AB InBev has revealed that while fans can take part in a variety of outdoor activities including yoga and meditation, they can also sip cold bottles of Corona Cero.
The drinks giant has used sustainable materials in the construction of Golden Beach, including sand partially made from recycled and crushed Corona bottles. AB InBev has also been offering daily happy hour giveaways and will have a sunset celebration with free Corona Cero to celebrate the golden hour.
Speaking to the drinks business, Corona global vice president Clarissa Pantoja said: “Now with the launch of our no-alcohol beer brand Corona Cero in 40+ markets, we are bringing them both the refreshing taste they know and love while also spotlighting the connection of relaxation, cheers, and moderation to unwind more often.”
The International Olympic Committee named AB InBev as its worldwide partner until 2028, following the news that Asahi pulled out of its Paris sponsorship deal due to Russia’s presence at the games.
Pantoja told db: “As the world’s most valuable beer brand, we are able to offer our consumers more moments of choice and variety for all occasions.”
The rise of non-alcoholic beer continues unabaited with breweries insisting that next generation consumers are beginning their consumption patterns with non-alcoholic beers before navigating their way through to other styles.
The non-alcoholic beer category will continue to grow “substantially” over the next decade according to data from Allied Market Research. The research outlined how non-alcoholic beer has “experienced notable growth in recent years, driven by evolving consumer preferences, heightened health awareness, and a rising trend toward moderation and responsible drinking”.
Earlier this year, a study showed how making non-alcoholic beers available on draught in pubs could assist in helping people make healthier choices. The research found that making the drinks more visible and easier to purchase in bars led to an increase in sales of non-alcoholic beers.
Speaking at the Stella Artois brewery in Leuven this year, Jason Warner, Anheuser-Busch InBev CEO Europe zone, pointed out that “Europe represents US$3 billion-worth of value in terms of non-alcoholic beer, and it has a very healthy growth rate”.
That’s one of the reasons behind the beer giant’s investment into its zero-alcohol beer brand Corona Cero and for the decision for it to be the sponsor for the Olympic Games in Paris this year. From AB InBev’s standpoint, the brewer plans to take full advantage of the non-alcoholic trend, which is, by Warner’s own assertion, “a massive opportunity and still growing”.
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