AB InBev on the road to Milano Cortina 2026
For the Milano Cortina 2026 Olympic Winter Games, AB InBev is celebrating golden moments through its global brand Corona Cero, promoting moderation and creating spaces for fans and athletes to celebrate, relax and connect.
Key facts
- “For Every Golden Moment” platform celebrating the spirit of the Olympic Games
- Limited-edition packaging and consumer activations giving people the chance to experience the Olympic Games
- Responsible drinking and bartender training initiatives across Italy
- Experiential activations in Milan, Livigno, Cortina and international markets
The Paris 2024 Olympic Games demonstrated the global importance and reach of the Olympic Games and solidified what we already knew – that beer and sports are better together. Together with the IOC, we plan to continue activating the beer category to positively engage sports fans while helping to create a future with more cheers.
Partnership Overview
Anheuser-Busch InBev (AB InBev) is the world’s leading brewer, with a heritage spanning more than 600 years and a portfolio of more than 500 brands, including Budweiser, Corona, Stella Artois and Michelob Ultra. In January 2024, AB InBev became a Worldwide Olympic Partner through to 2028, with Corona Cero as the first global beer sponsor of the Olympic Games. Following a successful debut at Paris 2024, the partnership has been extended through to 2032. AB InBev and the IOC aim to engage Olympic fans of legal drinking age worldwide, promoting moderation, celebration and responsible consumption.
Milano Cortina 2026
Celebrating golden moments
First introduced during Paris 2024, Corona Cero’s For Every Golden Moment platform will be launched globally for Milano Cortina 2026, celebrating the golden moments of the Olympic Games and reminding the world to embrace and enjoy their own golden moments occurring in life.
Promoting moderation and responsibility
As the first global beer sponsor of the Olympic Games, Corona Cero will continue to champion responsible consumption and moderation to fans of legal drinking age around the world. AB InBev will also provide responsible beverage service training for bartenders working during the Milano Cortina 2026 Olympic Winter Games, reinforcing its commitment to moderation and celebration.
Experiential activations
At Milano Cortina 2026, Corona Cero will create relaxation and celebration spaces for fans and athletes in Milan, Cortina and Livigno, providing a fresh perspective on connection and recovery through immersive brand experiences. Extended activations in local and international markets will bring a taste of the Olympic Games to fans around the world.
Global activations and limited editions
AB InBev will roll out limited-edition packaging and consumer campaigns inspired by the Olympic Games, giving fans everywhere the opportunity to join in the celebration of Milano Cortina 2026.
Media Contact
Matt Kohan
matt.kohan@ab-inbev.com
+1 317 435 9343
Further Information
www.ab-inbev.com
www.linkedin.com/company/ab-inbev
www.instagram.com/abinbev