The First International Olympic Beer Sponsor
Beer has existed for as long as we can remember. Beer, also known as a “cold one”, booze, or brewski, has developed and evolved into various styles and subcategories. With many styles such as ale, stout, pilsner, lager, porter, IPA, and more available, everyone can find themselves satisfied. Walking into a convenience store or bar you will find many options, but not all will be available at your leisure. One beverage brand however will always find its place at any given moment; Corona.
It is so fascinating that out of the vast number of beer beverages, the most common is Corona. You can find Corona at almost any bar, restaurant, grocery store, mini-mart, party, and event. Particularly pertaining to events, Corona is most certainly available with the option of available beer. Corona must be doing something right to have gained such a high demand throughout its lifetime.
Corona won big time this year. Being a continual top player in the beer industry, Corona has earned its place to be the first global beer sponsor of the Olympics. Starting Summer 2024, through 2028, Corona will be partnering with The International Olympic Committee, sponsoring the Olympic games and Paralympic games. Joining top-tier sponsors such as Coca-Cola, Toyota, and Airbnb, over 4 million people are expected to Broadcast the Summer 2024 Olympic games. This number of viewers is substantially greater than the U.S.’s NFL Super Bowl; hence, it is a great opportunity and one of the biggest beer promotions in history. However, facing an international audience, there may be some present complications leading to regulated marketing. With the Summer 2024 Olympic games in Paris kicking off this new partnership, there are already regulations. France has a law prohibiting alcoholic beverages from being publicly advertised in media spaces. The surprise however, is that Corona will be promoting Corona Cero, a non-alcoholic beer. Anheuser-Busch InBev (AB InBev) is the company who owns Corona’s international Market and is a specific group participating in this partnership. AB InBev was able to gain this partnership by pushing its “Smart Drinking” strategy in which they invest in providing low to no alcohol beverages for moderate alcohol consumption; especially during their events. Although they are investing in Corona Cero, their other beverage brands will be available and will receive publicity regardless of media presence.
90% of beer consumers know of the brand Corona. However, not as many of those individuals know of the value proposition the brand stands for. According to Corona, they value taking pride in traditions, celebrations, and history by bringing communities together. Through the phrase La Vida Más Fina Es Nuestra, translated as The Finest Life Is Ours, Corona believes they can bring people together to live a truly fine lifestyle.
AB InBev being a major player in this partnership will also influence its own values upon this interaction with an international audience. Their value proposition is smart drinking and sustainability. With this people will consider drinking their beverages as safe and environmentally friendly; two of the best factors, you and your surroundings.
Alcohol-free beer was first introduced in the 1970s but was later reintroduced in recent years by big brands such as Heineken, Budweiser, and of course Corona. No or low alcoholic beverages are set to grow by 31% in 2024. Hence, taking advantage of partnering with the Olympics and promoting Corona Cero may be a big factor in their future success. Not only will they gain a great amount of global publicity, but may soon become the leader in the non-alcoholic beer industry as well.
Marketing alcohol-based beverages can be difficult at times, especially internationally. With some regulations, such as France’s Evin’s Law, countries may prohibit alcohol brands from advertising. Assuming there are several other prime examples involved, AB InBev has developed a great tactical plan. By promoting Corona Cero as the star beverage, they avoid all complications of public alcohol brandings. This is especially beneficial in this scenario since they are working with an international organization. Not only will they be the first to have done this, but will also have been a historic global leader.
With respect to the Law of Diffusion of Innovations, AB InBev and Corona did something remarkable. They marketed to a niche group of people interested in or part of the non-alcoholic beer enthusiasts. These people interested in this niche product are diffusing their opinions and introducing more individuals to the beverage. However, it won't stop there. Once the Olympics start, global viewers will increase the volume of interest and sales of the product. Although the promotions are associated with Corona Cero specifically, international publicity for the brand as a whole is involved. Corona is set to receive a great amount of publicity and sales from this marketing installation. Therefore, this take on marketing can be seen as remarkable because it is the first-ever international beer advertisement.
I respect this take on marketing and how after so many years, something new, historic, and remarkable has happened. Although we are not far enough in the timeline, I do have some suggestions. Yes, they are promoting Corona Cero for international reasons. However, anyone who knows of Corona associates it with beer; they are still marketing beer, alcoholic or not. Although the values of Corona Cero are technically different from Corona, they should better represent it in their marketing techniques. They should slightly change their approach and the value they are offering. If true, which I believe so, they should market Corona Cero as healthier. If the brand they are promoting is drinking responsibly and safely, they should include healthier; which it can be. There are no obvious examples of non-alcoholic beers being physiologically healthier, but further research could possibly benefit their values and marketing.
AB InBev and Corona are doing something remarkable and historic. I hope to follow along with its timeline and see what happens after the first Olympic games all the way to the end of their partnership. Maybe there will not be an end to the relationship due to positive results.
Corona: https://www.coronausa.com/
Anheuser-Busch InBev: https://www.ab-inbev.com/
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