Breweries bet on sporting events to promote non-alcoholic beers in Mexico.

Breweries have found that sponsoring sporting events is an effective strategy to expand their reach and improve the perception of their products, especially in the context of the growing popularity of non-alcoholic beers. Grupo Modelo and Heineken are two prominent examples of this trend, which not only seeks to meet the demands of an evolving market but also to promote responsible consumption in a festive and exciting environment like sports. Grupo Modelo has decided to position its Corona Cero brand at the Paris 2024 Olympics, a decision that, according to Felipe Ambra, the company's vice president of marketing, represents a unique opportunity to give visibility to non-alcoholic beers. With this participation, the brewery group aims not only to increase sales in this category, which currently accounts for only 0.6% of the portfolio in Mexico, but also to change the common perception that these beverages are only for those with consumption restrictions. Ambra argues that the Olympics are a "celebration of sport" and an ideal platform to break down myths. Through this visibility, the door opens for consumers to recognize that non-alcoholic beer can be enjoyed by everyone, not just those who must abstain from alcohol. The campaign "México manda," which accompanies this initiative, seeks to empower Mexican athletes, highlighting their effort and dedication beyond the medal count. The market for non-alcoholic beers is on the rise, with an annual growth rate of 30% since 2019. While in countries like Spain this category already represents 6% of sales, in Mexico there is still a wide margin for growth, given that most consumers do not consider it a viable option. Grupo Modelo's strategy aims to change this perception through its involvement in large-scale and globally recognized events. On its part, Heineken is not lagging behind and has opted for Formula 1 as a sponsorship platform for its non-alcoholic version, Heineken 00. Rodrigo Sandoval, the sponsorship director for Heineken Mexico, explains that the choice of this sport is due to its massive reach and how it aligns with the brand's premium image. The company seeks to create an emotional bond with its consumers, using these sponsorships as a way to connect with audiences in a more meaningful way. Regulations in Mexico regarding the promotion of alcoholic beverages are strict, which has led brands to innovate in their marketing and sponsorship strategies. Cofepris establishes clear rules on how to promote these products, changing the way breweries approach event sponsorship. The correct interpretation and compliance with these regulations are essential for brands to remain visible without compromising the message of social responsibility. The success of a sponsorship is not always measured in terms of immediate sales; it is a long-term investment aimed at elevating brand perception. According to Karla Robles, strategic planning manager at Cheil Mexico, although sponsorships can be costly and do not guarantee an immediate return, they do generate a notable impact on brand presence and perception. The positive association established in the consumer's mind during these events can endure over time, creating a recall that benefits the brand. Whether at the Olympics, Formula 1, or music festivals, the impact of sponsors is palpable. It is estimated that seven out of ten people participating in sponsored events report an improvement in their opinion of the brand. This underscores the importance of experiences that create deep emotional connections with consumers, which represents invaluable value in the marketing world. The competition between brands like Grupo Modelo and Heineken also translates into an interesting dynamic within sponsorship. Despite being rivals in the market, both companies can be found at similar events, leading to an exchange of strategies and tactics to capture the attention of the same target audience. This competition, far from being negative, drives brands to innovate and adapt their approaches to remain relevant. In conclusion, the sponsorship of sporting events by breweries, especially in the realm of non-alcoholic beers, is a strategy that reflects the evolution of consumption and consumer preferences. With a focus on social responsibility and a clear message about moderate consumption, these brands are positioning themselves at the center of major sporting celebrations, seeking not only to gain visibility but also to build a lasting emotional connection with their audience.