South African Breweries (SAB) recently established a partnership with the upcoming Olympic and Paralympic Games to be held in Paris, France from July 26th to August 11th, 2024. They have introduced an alcohol-free beer Corona Cero in collaboration with supporting sports.
With over 100 years in business, SAB currently has over 7 breweries and 42 depots in the country with more than 400 brands under its name. The brewery recently celebrated South Africa’s new alcohol-free beer Corona Cero which is infused with Vitamin D.
During the launch of the alcohol-free beverage, SAB CEO Richard Rivett-Carnac spoke about the brewing company’s long history of supporting sports. The company has had a partnership with South Africa’s national teams, the Proteas and Bafana Bafana, for over 40 years.
With the partnership having started at the beginning of the year Richard said that it was a collaboration between athletics enjoying their beer in moderation, as well as Corona Cero’s theme, ‘For every Golden Moment’, celebrates the life-changing experiences and moments of Olympians from the past and present on a global scale, as well as consumers worldwide.
This beer, containing 0% alcohol, allows for moderate enjoyment, while the addition of Vitamin D offers a nutritional benefit, ensuring a refreshing experience.
SAB VP of Marketing, Vaughan Croser mentioned that the partnership would run from the 2024-2028 Olympic games, with a trend of consumers moving towards becoming more conscious of their drinking choices, Vaughan adds, “Corona Cero is meant to provide options for consumers in low and non-alcoholic beverages that satisfy a more important part of the market.”
“As it is enriched with Vitamin D, making people crave the outdoors, we claim to have captured the essence of the sun in our non-alcoholic beverage.”
The collaboration between SAB and SASCOC is important as members in the sports industry can’t drink whilst practising and preparing for games. This new non-alcoholic beer allows them to enjoy beer without getting drunk as they will be heavily involved in the Olympic games. SAB will partner with some athletics as the Corona Cero brand ambassadors.
SASCOC President Barry Hendricks adds, “As Team SA, we are excited about our first-of-a-kind partnership with SAB as we embark on the journey to the Paris 2024 Olympic Games. Corona Cero’s,’ For Every Golden Moment’ campaign resonates deeply with our mission to celebrate the triumphs and perseverance of our athletes. Such partnerships are vital in supporting our athletes and inspiring the nation to cherish the golden moments in their lives. Together, we aim to bring South Africans closer to the heart of the Olympic spirit while fostering unity, pride, and excellence on a global stage.”
SAB VP of Corporate Affairs, Zoleka Lisa explained that innovation was core to who they were as breweries given that products are influenced by what people like and enjoy. She mentioned that the beers were naturally produced and contained a low alcohol content like beer with no beer.
Many memorable moments were captured during the event as various content creators and media members enjoyed a relaxing day in the sun with their non-alcoholic beer, a summertime essential.
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