AB InBev CMO: Olympics partnership will ‘strengthen’ beer as a category
As category leader, AB InBev believes it has a responsibility to grow beer as a whole, and is using a major partnership between the Olympics and non-alcoholic product Corona Cero to do this.
Corona Cero’s sponsorship of the Olympics has the potential to “strengthen beer as a category”, according to AB InBev’s CMO, Marcel Marcondes.
This afternoon (12 January), AB InBev revealed it is the first beer brand to become a top-tier global Olympic sponsor, in a partnership that will be led by its non-alcoholic brand Corona Cero.
Speaking to Marketing Week at an event to launch the partnership, Marcondes said the partnership has the potential to grow the beer category as a whole and position it as a drink of moderation, referencing its low ABV versus wine and spirits.
“This strengthens beer as a category, and as a category of moderation,” he asserted.
