Corona Cero and the Olympics: AB InBev's global strategy between sport and responsible consumption

Promoting responsible drinking as a moment of connection and celebration, and non-alcoholic beer as an increasingly high-quality product, through major global sporting events . This is the business and value strategy that led AB InBev , the world's largest beer producer, to invest in a long-term Olympic partnership .

For the Belgian group, which is headquartered in Leuven and employs approximately 144,000 people, this is a choice that responds to evolving consumer preferences for more balanced products . In this interview , Ief Timmermans, Country Director of AB InBev Italy , previews the company's strategies, results, and challenges, with particular attention to the upcoming 2026 Winter Olympic Games in Milan-Cortina.

AB InBev and Sport: Olympic Partnership Until 2032

In 2024, AB InBev became a Global Olympic Partner , with Corona Cero as the first Official Global Beer Sponsor of the Olympic and Paralympic Games . But what was the strategic vision behind this choice? “This partnership,” explains Timmermans, “celebrates the rich tradition of beer and sport, which have always brought people together by creating moments of celebration.”

The Belgian multinational's manager emphasized the importance of choosing a non-alcoholic beer like Corona Cero as a partner beer for the Olympic and Paralympic Games, raising awareness among consumers around the world about more balanced choices and demonstrating how the category can have a positive impact and engage billions of people globally: "It's the beginning of a new era of Olympic spirit, as we cheer on our favorite teams and athletes as they compete for gold. Sport is a powerful force for positive change, and we are proud to be part of this legacy with our brands."

AB InBev and the International Olympic Committee have jointly committed to responsible drinking , a long-term project, as confirmed by the Country Director for Italy: “We have decided to extend our Olympic and Paralympic partnership until 2032, also including the 2030 Winter Olympic Games in the French Alps and the 2032 Olympic Games in Brisbane. This extension strengthens the company's megabrand and megaplatform strategy and aims to connect our iconic brands to relevant global events that consumers love. We are investing to activate the category and bring value to consumers through partnerships such as the NFL, NBA, UFC, Copa America, Lollapalooza, Wimbledon, Super Bowl and more.”

A strategy confirmed by the data cited by Ief Timmermans: "In 2024, our megabrands drove the company's growth, with a 4.6% increase in net revenue. AB InBev now owns eight of the world's ten most valuable beer brands, with Corona ranking first for the second consecutive year in Kantar's BrandZ 2025 Most Valuable Global Brands report, released a few weeks ago."

The run-up to Milan Cortina 2026

As the Milan Cortina 2026 Winter Olympics approach, AB InBev—which has a headquarters in the Lombardy capital with approximately 240 employees of 17 different nationalities—has developed an activation plan that covers the entire year 2025. “Our goal,” explains Timmermans, “is to bring people together, creating moments of joy, connection, and responsible consumption.” And one of the most significant milestones on the road to Milan Cortina 2026 was Olympic Day, June 23—the anniversary of the founding of the International Olympic Committee: “To celebrate this occasion, we organized a special event in Milan, in collaboration with Cinema AriAnteo, dedicated to the founding values of the Olympics: excellence, respect, and friendship—principles we deeply share with the International Olympic Committee and the Milano Cortina Foundation.”

The evening event included the screening of the documentary film “La Valanga Azzurra” , directed by Giovanni Veronesi , a tribute to an unforgettable chapter in the history of Italian sport: “We are proud that this event has been officially included in the program of the Fondazione Milano Cortina Cultural Olympics, designed to enhance and promote Italian cultural and artistic excellence.”

Non-alcoholic beers: significant growth trend

The NAB (non-alcoholic beer) segment is growing rapidly, but to what extent? What is its current significance within the industry and within AB InBev's business in Italy?

Ief Timmermans explains that the non-alcoholic beer market is experiencing significant growth, fueled by changing consumer preferences and the ongoing innovation that is rapidly transforming the sector . "These options," he states, "have seen a steady increase in consumption, with a 13.4% increase compared to 2023, as reported in the 2024 AssoBirra annual report. We are proud to help drive this trend, offering consumers new ways to enjoy beer."

For the Belgian multinational—which has a portfolio of over 500 brands, including Bud, Corona, Stella Artois, Leffe, and Beck's—Corona Cero is the perfect example of this trend. "Launched in Italy in March 2024, it's already a huge success. According to Nielsen data from April 2025, Corona Cero generated over 60% of the value growth in the non-alcoholic beer segment and over 56% of the volume growth. This momentum highlights both the strength of the brand and the evolving consumer habits toward alcohol-free choices."

And the same phenomenon is also being observed globally. "Over the past year," he adds, "non-alcoholic beer has become one of the most impressive milestones in our global strategy. In 2024, our non-alcoholic beer portfolio achieved double-digit revenue growth and expanded its global market share, led by Corona Cero, which achieved triple-digit volume growth. We are a leader in the non-alcoholic beer segment in many of our key markets, including the United States, Brazil, and Belgium, and we see significant opportunities for future growth."

Market developments go hand in hand with investments in technology and product development to expand consumption opportunities and respond to consumer trends. "We believe all consumers deserve to enjoy the same taste and quality, whether they choose alcoholic or non-alcoholic beer. For this reason," the manager recalls, "we have invested globally in optimizing our production technologies to ensure our non-alcoholic beers offer a truly authentic and refreshing experience."

Responsible consumption: the compass to follow

Promoting responsible drinking is one of AB InBev's key communications messages. How does this mission translate into the Leuven-based company's projects and partnerships? "Beer is part of the celebrations in people's lives around the world, and with a lower average alcohol content than other alcoholic beverages, it's particularly suited to offering consumers more balanced choices," emphasizes the Country Director. "That's why we believe beer is, and always has been, the drink of moderation."

Recalling that it is a naturally sourced product, as well as a driver of the economy and employment, Timmermans adds: "Responsible beer consumption has been part of culture and conviviality for thousands of years, and for consumers seeking a balanced lifestyle, beer represents a suitable choice for their needs. Through marketing campaigns based on social norms, we promote moderate consumption. Examples include "For Every Golden Moment," a campaign launched during the Olympic Games with Corona Cero, and our annual activation for Global Responsible Beer Day, which involved 22,000 colleagues in 39 countries and 169,000 retailers to promote concrete advice on moderation to millions of consumers worldwide." In addition to these recommendations on moderation on the label, there are also road safety campaigns, such as the one launched last year, "Move safely, make the right choice," visible at various locations in Milan.

Future scenarios

In a global context where lifestyles and consumption occasions are rapidly changing, how will the beer market evolve in Italy over the next five years? Timmermans believes the product will remain central to consumer habits, with further development in the alcohol-free beer segment .

"Beer," he explains, "accompany[s] significant moments in people's lives: special moments when we celebrate together, share a meal, or unwind after a day at work. It also brings people together and offers an ever-expanding range of styles, from thirst-quenching and accessible lagers to specialty, more complex beers that cater to increasingly discerning consumers. We expect moderation to become an increasingly important value for consumers, and that non-alcoholic beers will continue to grow."

And for AB InBev? What will be the main challenges and opportunities in our country? Ief Timmermans reiterates the value and fundamental role of sports and leisure events: "In Italy, we can count on strong brands like Corona, Beck's, Stella Artois, and Leffe, present at the country's most significant cultural events: from the ATP Finals in Turin with Stella Artois to the Milan-Cortina Olympics with Corona Cero. These iconic sporting events make us unique in the Italian landscape and will help us become even more relevant to Italian consumers in the future."

“We will continue to work together with our main commercial partners to grow the beer category in the Italian market,” concludes the Country Director of AB InBev in Italy .