Speaking exclusively to Global Drinks Intel on the sidelines of a media presentation by the group in Belgium today, Andres Peñate claimed that beer “has a head start” where moderated drinking is concerned. The category’s advantage over both beer and wine is two-pronged, Peñate argued.
“In the first place,” he said, “beer is a lower-alcohol beverage product. When consumers move from higher to lower alcohol, there’s plenty of evidence that shows the level of alcohol consumption reduces.
“Beer is also better at producing extensions with lower or no alcohol levels than other alcohol categories,” he continued. “I’m not saying it’s the only category that is doing this, but currently, our category can produce the kind of extensions that are closer to what consumers are demanding than others can.”
AB InBev, which showcased the portfolio of alcohol-free extensions from its Budweiser, Corona and Stella Artois flagship brands at the event, has identified traditional alcohol consumption occasions as a key battleground for no- & low-alcohol beer.
“As well as giving consumers a choice when it comes to alcohol levels,” Peñate said, “no-alcohol beer also enables them to enjoy beer on occasions that were previously denied to them. For instance, you don’t drink beer at lunch on a working day – no-alcohol beer will fit nicely there.
“Moderation offers a unique opportunity for beer to become even more relevant to consumers – not only for regular beer but also for lower-alcohol extensions.”
This summer, the brand owner will promote Corona Cero through a sponsorship tie-up with the Olympic Games. The 0%-ABV extension debuted in 11 markets in 2022, rising to 14 last year and is set to hit 23 during the course of 2024.
