For the first time this summer, as female and male athletes compete for victory in Paris, spectators will be able to drink the official beer of the Olympic Games.
But the rejection won’t go to their heads: it will be the alcohol-free version of the popular Mexican brand Corona.
The ground-breaking sponsorship deal, signed by Belgian-Brazilian beer giant AB InBev, is just the latest sign of the swelling market for zero-alcohol breweries.
“All breweries are moving towards alcohol-free or low-alcohol drinks,” Krishan Maudgal, director of the Belgian Brewers Association, told AFP.
This is even the case in Belgium, where centuries of brewing heritage are recognized by UNESCO and the alcohol content of beers made by Trappist monks can reach double digits.
“Twenty or 30 years ago it was more a case of increasing the alcohol content, but now we’ve reversed the trend and are reducing it,” Maudgal said.
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Against a backdrop of declining beer consumption – down 40 percent in 20 years in Belgium – he says producers are “listening to the market” and adapting to drinking habits that have become more responsible.
“Among consumers there is a trend in favor of moderation and prosperity, this trend is happening everywhere,” said Andres Penate, one of the vice presidents of AB InBev, the world’s largest brewer.
“It’s more about drinking better, drinking less, not not drinking,” he said.
As proof, the brewery — which also makes Stella Artois, Budweiser and Leffe — will double production of its Corona Cero beer at its Belgian plant this year compared to last year.
Great work
Zero-alcohol beer has been around for decades, but it’s long been derided as a watered-down version of the real thing.
But as the market has grown, brewers have upped their game and are spending big to make their products more palatable.
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According to beverage market analyst IWSR, the market for non-alcoholic or low-alcohol beverages, including wine, cider and spirits, is now worth more than $13 billion worldwide.
Beer is by far the most popular product among “non-alcoholic” fans.
In Europe alone, non-alcoholic beer is worth $3 billion a year and sales are growing steadily, with Spain and Germany leading the way.
In France, “consumer interest in non-alcoholic beers has been growing for five to 10 years, and this is now a fundamental trend,” said Magali Filhue, of the country’s brewers’ association.
Sales now account for around 5% of beers sold in French supermarkets.
While this percentage remains low, the market is growing steadily.
This is a bright spot for the global brewing giants who have been struggling in recent years.
The Covid pandemic, an energy crisis and inflation have put pressure on the industry, with sales falling as spending power has declined.
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Last year, AB InBev’s net profit fell 6% amid a decline in beer sales volume, particularly in the United States.
Meanwhile, Netherlands No. 2 Heineken this week reported a “difficult and uncertain” outlook for 2024.
Source: AFP