Breweries are promoting non-alcoholic beers at sporting events leading up to 2024.

The breweries Grupo Modelo and Heineken have found in the sponsorship of sporting events a strategic avenue not only to increase the visibility of their brands but also to promote responsible consumption. In particular, Grupo Modelo's commitment to its non-alcoholic beer, Corona Cero, has been strengthened by its participation as a sponsor of the upcoming Paris 2024 Olympic Games. According to Felipe Ambra, the company's vice president of marketing, this partnership represents a unique opportunity to showcase non-alcoholic beer on a global stage. Grupo Modelo's decision to sponsor such a significant event aims to challenge the misconception that non-alcoholic beers are only for those with restrictions on consumption. Ambra emphasizes that the event is not just a celebration of sports but also an effective means to position the product in consumers' minds. The presence of Corona Cero at the Olympic Games aims to break down myths and establish this category as a viable and attractive option. Although sales of Corona Cero currently account for only 0.6% of the sales portfolio in Mexico, there is notable growth potential. In comparison, in the Spanish market, sales of non-alcoholic beers reach up to 6%. The growth trend in the non-alcoholic beer segment is encouraging, with an annual increase of 30% since 2019, suggesting that Grupo Modelo's strategy could capitalize on this boom. Alongside its Olympic sponsorship, the company launched the campaign "México manda," which seeks to empower Mexican athletes and highlight their efforts on the road to the Games. Ambra emphasizes that the campaign's focus is on the value of the athletes' personal growth process, regardless of the results they may achieve. This vision seems to align with Grupo Modelo's marketing strategy, which centers on the values of effort, dedication, and community. The sponsorship of non-alcoholic beers has also become attractive to other brands, such as Heineken, which chose Formula 1 as its sponsorship platform with Heineken 00. Rodrigo Sandoval, sponsorship director at Heineken Mexico, points out that this choice is based on the extensive reach of Formula 1 and its alignment with the brand's premium image. Through these sponsorships, they seek to cultivate an emotional connection with consumers, an approach that has become fundamental in modern marketing. However, sponsors must navigate a complex regulatory environment in Mexico. The Federal Commission for the Protection against Sanitary Risks (Cofepris) imposes restrictions that require brands to be careful in their approach. This includes prohibiting the promotion of alcohol consumption and the need to obtain specific permits for such activities. These elements mean that breweries must work closely with lawyers and regulators to ensure their proposals are viable. Despite these restrictions, marketing experts say that the benefits of sports sponsorships are significant. Karla Robles, strategic planning manager at Cheil Mexico, mentions that although these investments are costly and do not always guarantee an immediate return, they have a lasting impact on brand perception. The visibility provided by sporting events can create a positive association that lingers in the consumer's memory. Both Grupo Modelo and Heineken are aware that the true success of a sponsorship is not only measured in terms of immediate sales but also in how it influences brand perception. The experience gained at a sponsored event can significantly enhance consumer opinions about the brand, which could translate into increased long-term consumption. On the other hand, competition between brands also becomes a relevant factor in the sponsorship arena. Although Grupo Modelo and Heineken are direct competitors, both have found ways to coexist in the same space without compromising their marketing strategies. However, each brand has its own priorities and approaches when it comes to selecting events to sponsor. In this context, it is clear that the breweries are adapting their strategies to new trends and consumer demands, especially in an environment where responsible consumption is becoming an increasingly important topic. As they continue to explore new sponsorship opportunities, it seems evident that the future of non-alcoholic beers is full of potential, and sporting events will play a crucial role in their development.