Zero-alcohol beer is a small but growing segment of the beverage market -- with the Olympic link aiming to boost uptake. Photo: Kenzo TRIBOUILLARD / AFPFor the first time this summer, as sportswomen and men strive for victory in Paris, spectators will be able to sip the official beer of an Olympic Games.
The breakthrough sponsorship deal, inked by Belgian-Brazilian beer giant AB InBev, is just the latest sign of the fizzing market for zero-alcohol brews. That's the case even in Belgium, where the centuries-old brewing heritage is recognised by UNESCO and the alcohol percentage in beers made by Trappist monks can reach double digits.
"Among consumers there is a trend in favour of moderation and well-being, this trend is happening everywhere," said Andres Penate, one of the vice presidents of AB InBev, the world's largest brewer.As proof, the brewer -- 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.But as the market has grown, brewers have upped their game and spent big on making their products more palatable.