Corona Cero Honors Olympic Opening Ceremony
Corona Cero has made a significant statement with its film, “Golden Opening,” at the Olympic venue in Livigno, Italy. The production transformed the stunning alpine landscape into a cinematic experience. Developed by AB InBev, partnered with DraftLine Global and Wink, the film features night skiers showcasing their skills, symbolizing the themes of balance, presence, and a connection with nature.
Extending the Partnership with the IOC
AB InBev recently extended its Worldwide Olympic Partnership with the International Olympic Committee (IOC) through 2032. The partnership first began in January 2024, and it is set to continue until the Los Angeles 2028 Olympic Games. This collaboration aims to enhance brand visibility and engagement on a global scale.
Boosting Brand Presence at Major Events
In summer 2024, AB InBev opened “Golden Beach” in Paris for the public. This initiative allowed attendees of the Olympic Games to familiarize themselves with the Corona Cero brand. Furthermore, by March 2025, the company plans to unveil “Corona Island,” an eco-friendly luxury destination, enhancing its position in the non-alcoholic beverage market.
The Role of Nature in Brand Messaging
According to Clarissa Pantoja, Corona’s global vice president, the film aims to celebrate nature. She noted that with the world focused on stadium events during the opening ceremony, it was vital to highlight the surrounding alpine environment. The brand emphasizes that significant moments can occur wherever and whenever, reinforcing the importance of nature.
Market Trends and Health Consciousness
Recent data from IWSR shows that the no and low alcohol beverage market is thriving. A survey across ten key markets revealed that health-conscious consumers increasingly prefer non-alcoholic options. Approximately 37% of participants indicated that a healthy lifestyle influences their choice of beverages.
- AB InBev’s partnership with IOC extended through 2032.
- “Golden Beach” in Paris opens for Olympic attendees in 2024.
- “Corona Island” set to launch in March 2025.
- 37% of consumers choose non-alcoholic beer for health reasons.
Pantoja remarked that Corona Cero allows fans and athletes to engage fully in celebrations without alcohol. The “Golden Opening” film debuted alongside the Milano Cortina 2026 opening ceremony, positioning Corona Cero for impactful marketing in upcoming events.
