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SAB Launches Corona Cero As The First Alcohol-Free Beer Sponsor For The Olympics

The South African Breweries (SAB) introduces Corona Cero, marking a historic partnership with the Olympic and Paralympic Games as the first alcohol-free beer sponsor.


Global Campaign

Corona Cero’s debut will be celebrated in over 40 markets worldwide as part of Grey Advertising’s “For Every Golden Moment” campaign. This initiative encourages consumers to embrace the outdoors and reconnect with nature while enjoying the Olympic Games.

The campaign, directed by Academy Award-nominated and Emmy Award-winning Henry-Alex Rubin, will feature various media touchpoints, including films, social media, outdoor media, and experiential events. Special Olympics-themed bottles will be available in select markets, capturing the essence of golden moments from previous Olympic Games in Rio 2016 and Tokyo 2020, and drawing parallels with the everyday achievements of fans.

“As the first global beer sponsor of the Olympic Games, Corona Cero’s ‘For Every Golden Moment’ campaign brings a new way for fans and athletes to celebrate,” said Vaughan Croeser, SAB’s VP of Marketing. “Our goal is to promote sports and moderation, contributing to a better world.”


Expanding Choices

Barry Hendricks, SASCOC President, expressed excitement about the partnership, emphasizing its alignment with Team SA’s mission to celebrate athletic triumphs. “Corona Cero’s campaign resonates with our mission to celebrate our athletes’ perseverance. Such partnerships support our athletes and inspire the nation, bringing South Africans closer to the Olympic spirit,” Hendricks said.

“Introducing this innovative alcohol-free beer offers more choice to fans,” said SAB CEO Richard Rivett-Carnac. “Corona Cero fits perfectly with this global occasion, reinforcing our commitment to moderation, relaxation, and celebration.”


Meeting Demand

Health and wellness trends, particularly among young adults, are driving the demand for no- or low-alcohol beverages. According to a 2022 Food Institute report, many avoid alcohol to maintain control, manage costs, and reduce negative health impacts. Millennials are leading this trend, seeking healthier alternatives to traditional alcohol consumption.

Kantar’s Global Monitor highlights that Gen Z is 24% less likely to consume alcohol for mental wellbeing, preferring mood-enhancing foods and beverages instead.

Corona Cero was launched in Hartbeespoort last week, featuring sports icons like rowing champion Sizwe Ndlovu and Olympic long jump legend Khotso Mokoena. The launch event included sports massages, breath work exercises, and a sunset cruise, offering guests a holistic wellness experience.

Read more: beerSABOlympicslaunched

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