Corona-maker AB InBev to have first beer sponsorship with the Olympics

Anheuser-Busch InBev has scored a sponsorship for the upcoming Olympic Games, making it the first beer model to ever sponsor the occasion.

The International Olympic Committee introduced its worldwide partnership with the world’s greatest brewing firm on Friday, saying the team-up will stretch from the upcoming Paris 2024 Summer video games to Los Angeles 2028 Summer video games.

The IOC particularly highlighted Corona Cero as the beer of alternative for the partnership. Corona Cero, one among AB InBev’s non-alcoholic beers, contains less than 0.5% alcohol by volume, in accordance to the firm’s web site.

“The low-alcohol area is a superb alternative,” Doukeris instructed CNBC’s Arabile Gumede on Friday.

Doukeris additionally famous that the beer trade has remained resilient amid international provide chain issues. It has a “attribute as a class that’s unimaginable, which is beer is native,” Doukeris mentioned. “We supply our substances regionally, generally we develop our substances regionally, from barley, hops … generally the bottles, the cans, [are] native as nicely. Beer normally doesn’t journey rather a lot as a result of we have breweries in the native communities the place we function.”

This partnership could possibly be a comeback of types for AB InBev, which beforehand introduced that it might be focusing its advertising and marketing efforts on sporting and music occasions.

That pivot got here after the firm confronted backlash for its partnership with transgender affect Dylan Mulvaney, together with conservative boycotts. Bud Light gross sales slumped in the wake of the protests, giving Modelo Especial middle stage as the best-selling beer in the U.S. final May.

Disclosure: CNBC father or mother NBCUniversal owns NBC Sports and NBC Olympics. NBC Olympics is the U.S. broadcast rights holder to all Summer and Winter Games by 2032.

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