Corona Cero's Olympic bet ramps up rivalry in zero-alcohol beer
Cans of Corona Cero, a zero-alcohol beer from Anheuser-Busch InBev, are pictured at a store in Ciudad Juarez, Mexico July 24, 2024. REUTERS/Jose Luis Gonzalez
Anheuser-Busch InBev is betting on Olympic sponsorship to help its new Corona Cero brew become a top-selling zero-alcohol beer globally, but it will need to catch up with rivals like Heineken 0.0, a leading player in major markets.
The Olympic sponsorship, announced in January, highlights Corona Cero's new role as the priority zero-alcohol brand for the world's biggest brewer globally, reflecting a strategy shift.
Previously AB InBev focused on specific brands in different regions, such as Stella Artois 0.0% in Britain.
The Olympics provide a platform to drive Corona Cero's expansion, said Marcel Marcondes, AB InBev chief marketing officer, enabling a more aggressive roll out than usual.
The sponsorship creates the right conditions to help turn Corona Cero from a new brand into a major player, Marcondes said.
As part of the deal, AB InBev will sell Corona Cero in Olympics-themed packaging and run TV and online advertising campaigns, tailored to a local audience across most of the 40 countries where Corona Cero is present, Marcondes said.
In around 15 countries, a Corona Cero-branded daily recap of key moments from the Games will be part of Olympic broadcasts, he said, and in many cases the hosts will be drinking Corona Cero.
A logo is seen at the official stand of the Corona Cero at Olympic fan zone in lagoa, Rio de Janeiro, Brazil July 24, 2024. REUTERS/Ian Cheibub
"We're here to play a leadership game," he continued. "We would love to see Corona Cero become the number one no alcohol beer in the world."
Corona Cero has some way to climb. It is a new brand in many markets, competing with numerous other players also looking to cash in on the fast growth enjoyed by non-alcoholic brews.
AB InBev, for example, said its no-alcohol beer portfolio delivered high teens revenue growth in its 2023 financial year. Heineken said its 0.0 version grew double digits across 16 markets.
While still a small portion of revenues, zero alcohol beer has become a big part of major brewers' strategy.
Removing the booze offers brewers a way to drive new beer consumption, and could also shield them from the impact of drinkers cutting back amid a shift towards healthier lifestyles.
Higher margins
Alcohol-free brews also tend to offer higher margins, said George Croft, senior advisor on strategy & finance at beer consultants First Key Consulting.
They require upfront investment and involve slightly higher production costs. But they do not incur alcohol-related taxes, which reach almost 50% of the price of a beer in markets like Canada, Croft said.
The Olympic sponsorship singles out Corona Cero as a clearer rival to Heineken 0.0, which already has a leading share in many markets.
Heineken's 0.0 held the top spot among 0.0% beers across both the European Union and the US in 2023, according to a Barclays analysis of GlobalData figures. Corona Cero did not appear in the top 20.
Heineken, whose 0.0 label also boasts sponsorship deals including Formula 1, declined to comment.
AB InBev also competes in non-alcoholic beer with rivals from other major brewers and smaller independent companies that are growing fast, such as Lucky Saint in the UK. The brand sponsors sports tracking app Strava.
Lucky Saint said it was the fourth biggest brand in UK venues last year, citing an annual list compiled by food and drink research company CGA using Nielsen data. Corona Cero was not in the top 20, based on that data.
Athletic Brewing Company, which said Nielsen data shows it has more than a 19 per cent market share in the US in non-alcoholic beer, a broader category than 0.0%, is the official non-alcoholic brand of the IRONMAN Global Series.
Chief executive Bill Shufelt said it was planning to invest in marketing and distribution, and had plenty of room to grow.
Ed Kevis, global equity portfolio manager at AB InBev shareholder Aviva Investors, said one advantage for AB InBev is an app it uses to sell products to business customers, which has proven a key differentiator globally.
Corona Cero customers can win free tickets to the Games via this app and AB InBev's other digital platforms, Marcondes said.
Eight-figure deals
AB InBev's approach with Corona Cero appears to follow that taken by Heineken: throwing focus and resources behind a global line extension of a key brand, Barclays analyst Laurence Whyatt said.
AB InBev has not disclosed the value of its Olympic partnership.
Such deals typically cost eight figures, said Michael Witta, senior vice president, marketing sales and services, at sports marketing company Infront.
The sponsorship covers Paris 2024, as well as the 2026 Winter Olympics in Milan and the 2028 Olympics in Los Angeles.
Marcondes said Corona Cero benefits from the strength of the broader Corona brand - the fastest growing and most valuable beer brand globally.
In Canada, for example, Corona Cero was the top premium zero-alcohol beer by volumes and revenues within around two years of its launch, AB InBev said.
In Britain, too, the brand was growing fast, Lee Williams, beer category manager at UK alcohol distributor LWC Drinks agreed, adding: "Heineken isn't as dominant as it was."
Brands do not necessarily need to fight one another to win in a fast-growing market, but AB InBev's powerful brand and vast distribution infrastructure made it a serious challenger, said Jithen Pillay, a portfolio manager at Allan Gray, a top 20 AB InBev investor.
"Incumbency is... less of an advantage when you've got competition from another scale player."
Scottish business conglomerate Glenshire Group has hired Daniel Arrandale as its new Property Director.
Starting in the newly created role last week, Arrandale brings a wealth of industry experience to the business, including his most recent position as Acquisitions Manager for Asda and his previous position as Development Manager at EG Group.
“I am thrilled to be joining Glenshire Group in a period of tremendous growth, with many exciting opportunities on the horizon,” said Arrandale. “I’m looking forward to working with the existing development team to maximise the opportunities within our current estate, whilst also growing the business further with the acquisition of new sites.”
As part of Arrandale’s remit, he will oversee acquisitions, development, and growth for Greens Retail, Pizza Hut, and wider Glenshire Group property development and investment interests.
The bulk of Arrandale’s career has been as Retail Director at commercial agents Christie & Co, focussing on the convenience, forecourt and franchise markets. Arrandale served at Christie & Co. for 23 years.
Harris Aslam, Managing Director at Glenshire Group added: “We are very excited to welcome Dan into the Glenshire family. Having worked with Dan many times over the years on several transactions, I can confidently say his breadth of knowledge and experience in this sector will give us a huge advantage as we continue to expand our portfolio.”
Currently operating 27 convenience stores and 20 Pizza Hut franchises in Scotland, Glenshire Group has committed to significantly furthering new location openings in Scotland as well as bolstering their property portfolio.
Consumers now want a greater commitment from retailers in cutting food waste, refilling stations, sustainable packaging, and partnering with social purpose organisations, states a recent research, which also highlights that a good majority (69 per cent) of younger consumers are more likely to shop with what they see as socially responsible retailers though price sensitivity still plays a crucial role.
According to the findings, published in Vypr’s Consumer Horizon Report, reducing food waste is the most important factor for the majority of UK consumers (29 per cent), especially for Gen Z women aged 18-24 (38 per cent). More than a third (37 per cent) of men aged 18-24 said they needed food storage advice. A similar number of women aged 18-24 (33 per cent) want meal kits with the exact amount of ingredients included for them to cut down on food waste.
Refill stations for personal care, cleaning products, dry goods, and beverages are also in high demand. Consumers, particularly Gen Z women, are keen to use these stations, provided they offer a cost-saving of 6-10 per cent compared to packaged goods. The study indicates that older shoppers are less likely to use refill stations unless prices are reduced by 15 per cent or more, which Vypr said shows the importance of price in driving consumers to adopt sustainable shopping habits.
The third priority for brands and retailers is to adopt sustainable packaging. Awareness of eco-friendly packaging is high, especially among younger generations. Two-thirds of UK consumers say they expect to pay more for sustainably packaged products, and that figure rises to 86 per cent among Gen Z and Millennials. However, Vypr’s research suggests that while shoppers express willingness to pay more, price sensitivity still plays a crucial role.
Ben Davis, founder of Vypr, said: “There’s often a disconnect between consumer intentions and actions. Brands need to understand that simply offering sustainable options may not be enough if price points don’t match consumer expectations.
“For Gen Z and Millennials, sustainable products need to be competitively priced or risk losing long-term loyalty. We tested this by presenting products with and without the label ‘100 per cent Recycled Packaging’ and found price remained the key purchase decision-making factor for most consumers.”
Another factor in building loyalty among younger consumers is to showcase social responsibility. The research reveals that 60% of shoppers are more likely to shop at retailers that partner with food rescue organisations or promote a charitable cause. Among Gen Z and Millennials, this figure jumps to 69%, showing a strong preference for brands that demonstrate a social purpose.
The report also reveals that 85% of shoppers are willing to pay a deposit for reusable products, though it is younger consumers, particularly those aged 18-24 who express the strongest support for such initiatives.
The Consumer Horizon report which provides insights shaping retail, product innovation, and consumer behaviour going into 2025, can be seen here.
Sugro UK, the number one buying and marketing buying group*, in partnership with b2b.store, is thrilled to announce a further expansion of its existing E-Loyalty scheme programme, which has proven to be very popular with its members and retailers, by introducing E-Loyalty Extra Compliance and Execution scheme as well as E-Coupons.
The E-Loyalty Extra is aimed to boost compliance and execution at retail store level to drive new product launches, core range compliance, some exciting fixture trials with its supply partners and more! It will be available to all member owned and member affiliated retail stores within the group.
The E-Loyalty Extra loyalty scheme will be accessible by retailers via WhatsApp platform and will allow retailers to capture evidence of compliance by simply clicking “take photo” button.
With the addition of another digital enhancement introduced to the group recently – Coupon - based loyalty mechanic, members are now empowered to incentivise and reward customers, driving stronger consumer connections and fostering brand loyalty at a granular level. Retailers can now simply redeem a coupon at the point of check out. Another key digital development within the group is WhatsApp E-Presell which enables Sugro UK’s retail partners to provide advance product volume commitments for new product launches. This functionality is particularly powerful as it ensures that suppliers have accurate forecasts before product launches, enabling better stock availability from day one of product being available on the market.
The ease and speed of using WhatsApp for these commitments simplifies the presell process, ensures accuracy and strengthens relationships across the supply chain.
While other industry players may soon consider introducing similar digital tools, Sugro UK are proud to be at the forefront of enhancing retail-focused digital solutions. This early adoption not only ensures that Sugro UK members remain competitive but also guarantees them access to the best digital tools available in the market. These efforts are part of Sugro UK's ongoing commitment to delivering value to its members and empowering them with innovative solutions for growth and success in an increasingly digital retail environment.
Sugro Head of Commercial and Marketing, Yulia Petitt said: “I am delighted that Sugro UK members are now able to provide photographic evidence of retail compliance and in-store execution to our supplier partners, using a wide range of display and compliance criteria such as planograms, secondary displays, trials, and new product developments (NPDs).These digital features allow members to share real-time proof of execution, enhancing accountability and building supplier confidence. The launch of E-Presell functionality opens a huge digital advantage for the group which will benefit all – members, retailers and suppliers in gaining accurate forecast and ensuring product visibility in store from day one of product being on the market and with the ease of using WhatsApp, the entire pre-sell process becomes a much quicker and easier process to manage for all parties.
"The Group has had 18 consecutive years of growth and, once again, on track to deliver in 2024, with the year-to-date performance of +15% year on year and growth across all categories.” Rob Mannion, CEO of b2b.store, added: “The rate of innovation in the wholesale sector is increasing and these launches are further great examples of that. We’re particularly excited about the developments and different uses of WhatsApp in the industry, with more coming in the pipeline for 2025 – it’s a tool no wholesaler or buying group can afford to ignore because of the level of influence it’s having in the sector and there’s no sign of that direction of travel changing any time soon.”
Sugro UK is proudly owned by its 90 plus independent wholesale members, with a combined turnover of over £2.5 billion.
Expanding its footprint in the World Foods category, Paulig has acquired Panesar Foods, a prominent UK-based producer of sauces and condiments.
Founded in 1992 and headquartered in Tipton, Panesar Foods is a family-owned business with three production facilities, employing 308 staff and achieving a turnover of £59 million in the 2023 fiscal year.
This collaboration is expected to accelerate product launches and drive growth in diverse offerings, including sauces, salsas, marinades, dips, and condiments.
"We have collaborated with Panesar Foods for 17 years, and we are very pleased to welcome the company to Paulig," said Rolf Ladau, CEO of Paulig. "Today, our combined taste expertise and innovation skills unite around a shared ambition: to accelerate our international growth and expand our World Foods offerings."
Bill Panesar, CEO of Panesar Foods, expressed confidence in the partnership, stating, “As Panesar Foods becomes part of Paulig, I am confident that our ambitions for international growth will be realised, and the business will continue to thrive. We share a strong commitment to innovation and delivering high-quality, flavourful products, and I look forward to bringing even more delicious products to the market, together."
Jas Panesar, MD of Panesar Foods, echoed, “This partnership will allow us to reach new markets and deliver our authentic World Food flavors to a broader audience. We look forward to combining our passion for quality food with Paulig’s commitment to sustainability and innovation.”
All 308 Panesar employees will transition to Paulig’s team. Financial details of the transaction remain undisclosed.
Labour MP Mary Glindon has cautioned that a new excise tax on vaping could discourage smokers from switching to less harmful alternatives.
Glindon, who also chairs the All-Party Parliamentary Group for Responsible Vaping, said the chancellor’s proposed tax, which will add £2.20 per 10ml of vaping liquid when it goes into effect on October 1, 2026, will “hurt working people”, who rely on vapes to quit smoking.
“A tax on vaping will only serve to discourage smokers from quitting,” the Newcastle upon Tyne East and Wallsend MP said during a Commons debate on the Budget.
“The tax will also hurt working people … who rely on vaping to keep them off cigarettes.”
Glindon termed the 22p per ml tax as “unsustainably high,” highlighting that it will create one of the highest vaping duties in Europe.
“Currently, many stores sell vaping liquid for refillable devices for 99p. Under the chancellor’s proposals, that will increase by 267 per cent to £3.64,” she added.
Glindon dismissed suggestions that low-cost vaping liquids drive youth vaping, pointing instead to the upcoming Tobacco and Vapes Bill aimed at curbing youth access.
“I fear that the tax on vapes will hurt people who have made the decision to switch from smoking to the less harmful alternative—a decision that has already saved the NHS tens of thousands of pounds per person,” she noted.