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."
As industry leaders is cash handling, Volumatic has long supported the use of cash and the importance of maintaining access to cash for both consumers and businesses. The company recognises the importance of the new set of rules created by the Financial Conduct Authority (FCA) two months ago, to safeguard access to cash for businesses and consumers across the UK.
Since introduction, the new rules are intended to ensure that individuals and businesses who rely on cash can continue to access it and the outcome has already sparked the creation of 15 new banking hubs across the UK, including one in Scotland, with many more to follow.
These hubs provide shared spaces for consumers to access basic services, such as depositing and withdrawing cash, and are being embraced by businesses keen to support the use of cash, who have been struggling in recent years due to the flurry of bank closures across the UK.
With this in mind, Volumatic welcomes the increase in banking hubs and other facilities but recommends businesses go one step further to make things even easier.
“We have known for some time that more and more people are using cash again on a daily basis and so it’s great that access to cash is being protected by the FCA, something that we and others in the industry have been campaigning for, for a long time,” said Volumatic’s Sales & Marketing Director Mike Severs. “Both businesses and consumers need to have easy and local access to cash, and these new rules ensure cash usage continues to rise and will encourage more businesses to realise that cash is still an important and valid payment method.”
With time being of the essence for most businesses, making a journey to the nearest bank, banking hub or Post Office isn’t always possible on a daily basis, plus there is the obvious security risk to both the money and the individual taking it to consider.
Volumatic offers integration with the G4S CASH360 integration
Volumatic’s partnership with G4S, announced back in April 2024, means every business dealing in cash anywhere in the UK can have access to a fully managed solution. This will be especially relevant to those who currently have to walk or travel a distance to a bank or PO to deposit their cash.
Severs adds: “Although having more banking facilities is fantastic news, Volumatic can help businesses even more by bringing the bank to them through an investment in technology like the CCi that can offer integration with the G4S CASH360 solution. Together, we make daily cash processing faster, safer, and more secure and the combination of solutions will save businesses time and money for years to come, making it a truly worthwhile investment.“
Volumatic offers a range of cash handling solutions, with their most advanced device being the CounterCache intelligent (CCi). This all-in-one solution validates, counts and stores cash securely at POS, with UK banks currently processing over 2.5 million CCi pouches each year. When coupled with the upgraded CashView Enterprise cash management software and its suite of intelligent apps, the Volumatic CCi can offer a full end-to-end cash management solution – and now goes one step further.
It does this by providing web service integration with other third-party applications such as the CASH360 cash management system, provided by the foremost UK provider of cash security, G4S Cash Solutions (UK).
“Ultimately, only time will tell how successful the FCA’s new rules will prove. In the short amount of time the new legislation has been in place, the signs are already looking good, and coupled with the new technology we offer, it is a good thing for businesses and consumers alike in the ongoing fight for access to cash and more efficient cash processing,” concludes Severs.
Retail technology company Jisp has launched an NPD service as part of its new Direct to Retailer business unit.
The new NPD service will allow brands to launch or trial new products in a guaranteed number of convenience store locations, with on the ground review of execution by Jisp’s retail growth manager team, and performance data and insights deliverable through its scanning technology and back-office systems.
Brands will also be able to draw on retailer and consumer feedback on the product and its performance thanks to Jisp’s significant resource in user communication, with over 1,000 retailers and more than 100,000 registered shoppers.
Brands can set the parameters of the NPD activity delivered through Jisp’s new service, selecting the duration of the campaign, the number of stores to launch into and even the geographic spread or demographic make-up of the stores included.
Product merchandising and promotional execution in store is monitored by the Jisp RGM team and full reporting is available to help brands better understand the success of their new product and shape future promotional strategy.
This robust data and insight set means that Jisp can not only provide a reliable view of what is selling in stores, but through its scanning technology can also indicate who is buying the product, when, where and why.
Alex Rimmer
“As part of our recent strategic review and restructure, we identified five key pillars of growth, or business units through which to drive new business,” said Alex Rimmer, director of marketing & communication at Jisp.
“Our existing core business already provided us the means to develop new services efficiently and through discussions with major brands, retailers, wholesalers and industry authorities, we identified a need for guaranteed implementation and execution of NPD in the convenience sector.”
Compliance is further assured using Jisp’s Scan & Save scanning technology along with a retailer reward scheme which pays stores for their participation and commitment to the process.
With 1,000 stores already registered with Jisp, the company is in talks with other businesses about opening the new NPD service to their stores given the benefits of securing NPD and reward for execution.
“This is a Win-Win for the sector,” added Alex Rimmer. “Brands can create a bespoke NPD launch campaign with a guarantee that their product will be instore, on shelf and correctly merchandised and promoted, receiving actionable data and insight to shape future strategy. Retailers secure access to NPD, support in merchandising it and reward for taking part, while customers find more local touch points where NPD from their favourite brands are available.”
With this new service promising to be such a valuable asset to the market, retailers and brands are encouraged to contact Jisp to capitalise on the opportunities.
Tesco is slashing the price of more than 222 own-brand and branded products in its Express convenience stores.
Essentials including milk, bread, pasta and coffee are included in the lines which have been reduced in price by an average of more than 10 per cent at Tesco Express stores. The retail giant has made more than 2,800 price cuts across stores in recent months. With 2,048 of convenience stores at the end of the 2023-24 financial year, Tesco aims to benefit hundreds of thousands of customers from the cheaper deals.
The firm said the move comes in the wake of more than 2,800 price cuts made by the chain across its stores in recent months. From Wednesday, customers will pay £1.45 for a four-pint bottle of milk at their local Tesco Express store (down from £1.55) and a Tesco Toastie White Thick White Loaf is also 10p cheaper at 75p.
There are even bigger savings on Tesco Chicken Breast Portions (300g), which have dropped in price by 25p to just £2.25 and a 200g jar of Tesco Gold Instant Coffee now also costs 25p less at just £2.25. Among the branded products with price cuts are Warburtons White Sliced Sandwich Rolls, with the price of a six-pack cut by 10p to just £1.20 and Domestos Original Bleach 750ml, which is now just £1.19 in Express stores after an 11p price cut.
Tesco CEO Ken Murphy said, “Today’s round of price cuts on more than 200 lines in our Express stores underlines our commitment to offering great value to Tesco customers.
"Whether you are picking up coffee and milk for the office or a loaf of bread and a tin of soup on the way home, our Express stores offer both convenience and great value.”
This comes a week after One Stop, the convenience store chain owned by Tesco, has reported a surge in sales to nearly £1.3bn during its latest financial year. The Walsall-based company posted a revenue of £1.29bn for the 12 months to 24 February, 2024, an increase from the previous year's £1.17bn. Over the course of the year, the number of stores directly operated by One Stop increased from 712 to 733, while its franchised locations also grew from 291 to 317.
1. One in five people who have successfully quit smoking in England currently vape, with an estimated 2.2 million individuals using e-cigarettes as a smoking cessation tool.
2. The increase in vaping among ex-smokers is largely driven by the use of e-cigarettes in quit attempts, with a rise in vaping uptake among people who had previously quit smoking for many years before taking up vaping.
3. While vaping may be a less harmful option compared to smoking, there are concerns about the potential long-term implications of vaping on relapse risk and nicotine addiction. Further research is needed to assess the impact of vaping on smoking cessation outcomes.
ABOUT one in five people who have stopped smoking for more than a year in England currently vape, equivalent to 2.2 million people, according to a new study led by UCL researchers.
The study, published in the journal BMC Medicine and funded by Cancer Research UK, found that this increased prevalence was largely driven by greater use of e-cigarettes in attempts to quit smoking.
However, the researchers also found a rise in vaping uptake among people who had already stopped smoking, with an estimated one in 10 ex-smokers who vape having quit smoking prior to 2011, when e-cigarettes started to become popular. Some of those smokers had quit for many years before taking up vaping.
The study looked at survey data collected between October 2013 and May 2024 from 54,251 adults (18 and over) in England who reported they had stopped smoking or had tried to stop smoking.
“The general increase in vaping among ex-smokers is in line with what we might expect, given the increasing use of e-cigarettes in quit attempts. NHS guidance is that people should not rush to stop vaping after quitting smoking, but to reduce gradually to minimise the risk of relapse,” lead author Dr Sarah Jackson, of the UCL Institute of Epidemiology & Health Care, said.
“Previous studies have shown that a substantial proportion of people who quit smoking with the support of an e-cigarette continue to vape for many months or years after their successful quit attempt.
“However, it is a concern to see an increase in vaping among people who had previously abstained from nicotine for many years. If people in this group might otherwise have relapsed to smoking, vaping is the much less harmful option, but if relapse would not have occurred, they are exposing themselves to more risk than not smoking or vaping.”
For the study, researchers used data from the Smoking Toolkit Study, an ongoing survey that interviews a different representative sample of adults in England each month.
The team found that one in 50 people in England who had quit smoking more than a year earlier reported vaping in 2013, rising steadily to one in 10 by the end of 2017. This figure remained stable for several years and then increased sharply from 2021, when disposable e-cigarettes became popular, reaching one in five in 2024 (estimated as 2.2 million people).
The researchers found, at the same time, an increase in the use of e-cigarettes in quit attempts. In 2013, e-cigarettes were used in 27 per cent of quit attempts, while in 2024 they were used in 41 per cent of them.
Senior author Professor Lion Shahab, of UCL Institute of Epidemiology & Health Care, said: “The implications of these findings are currently unclear. Vaping long term may increase ex-smokers’ relapse risk due to its behavioural similarity to smoking and through maintaining (or reigniting) nicotine addiction. Alternatively, it might reduce the risk of relapse, allowing people to satisfy nicotine cravings through e-cigarettes instead of seeking out uniquely harmful cigarettes. Further longitudinal studies are needed to assess which of these options is more likely.”
Independent retailers association Bira has held a meeting with members of the Treasury team to discuss concerns following its robust response to the Government’s recent Budget announcement.
The Budget, labelled by Bira as "devastating" for independent retailers, was met with widespread indignation from Bira members.
Andrew Goodacre, CEO of Bira, said: “Thank you to all the members who have shared their thoughts on the impact of the budget. Based on this feedback, Bira has been robust in its response and judgement of the budget, especially where it is hurting the medium sized independents by as much as an extra cost of £200K per annum.
“We have also held a meeting with members of the Treasury team to discuss our concerns. Whilst there were no indications that any changes would be made, our concerns were listened to.
“We also discussed the proposed reform to business rates which is due to be in place for April 2026. It was clear from the meeting that Bira will be fully involved with this reform.”
Bira, representing over 6,000 independent retailers across the UK, earlier stated that the reduction in business rates relief from 75 per cent to 40 per cent (capped at £110k) from April 2025 will more than double costs for many retailers.
As a post-budget reaction, Goodacre said on Oct 30, "This is without doubt the worst Budget for independent retailers I have seen in my time representing the sector. The government's actions today show complete disregard for the thousands of hard-working shop owners who form the backbone of our high streets.
"Small retailers, who have already endured years of challenging trading conditions, now face a perfect storm of crippling cost increases. Their business rates will more than double as relief drops from 75 per cent to 40 per cent, while they're hit simultaneously with employer National Insurance rising to 15 per cent and a lower threshold of £5,000, down from £9,100. Add to this the minimum wage increase to £12.21, and many of our members are telling us they simply cannot survive this onslaught."