SAB announces partnership with Olympic Games through new alcohol-free beer

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Corona Ceo
SAB's newly launched Corona Cero

The South African Breweries (SAB) has announced a partnership with the Olympic and Paralympic Games through its new alcohol-free brand, Corona Cero. This marks the brand’s first activation at the Olympics, making it the inaugural beer sponsor of the event.

Richard Rivett-Carnac, CEO of SAB, stated, “Offering this innovative alcohol-free beer brings more choice to fans around the world. Corona Cero is a perfect fit for this global occasion and reinforces our brand’s commitment to moderation, relaxation, and celebration.”

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Corona Cero is promoting a theme of reconnecting with nature and celebrating life’s moments, both large and small, during the Olympic Games. The brand is launching the “For Every Golden Moment” platform in over 40 markets globally, utilizing various media including films, social media, and outdoor advertising. This campaign draws parallels between the celebratory moments of Olympians and everyday golden moments experienced by individuals.

Vaughan Croeser, VP of Marketing at SAB, commented, “As the first-ever global beer sponsor of the Olympic Games, Corona Cero, with its ‘For Every Golden Moment’ campaign, offers a fresh perspective on celebration for fans and athletes around the world. Together, we strive to promote sports and moderation, contributing to a better world.”

SASCOC President Barry Hendricks expressed enthusiasm for the partnership, saying, “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.”

Corona has collaborated with the creative agency Grey and director Henry-Alex Rubin to develop the “For Every Golden Moment” campaign. The partnership aims to bring South Africans closer to the Olympic spirit, fostering unity, pride, and excellence on a global stage.

Corona is the iconic beer brand that is synonymous with paradise with a presence in 180 countries. Recognized as the world’s most valuable beer brand in Kantar’s BrandZ global 2024 rankings, Corona invites the world outside, beckoning you to reconnect with your essential nature and embrace the simple pleasures of life. But it’s not just about the beer – it’s about the ritual.

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