It's shifting dollars away from its flagship brand, Boston Lager, to the non-alcoholic category, she added.
Alcohol drinkers are opting for non-alcoholic beers on more occasions, such as at lunchtime or as a "chaser" between alcoholic drinks on a night out, experts said.
Better margins, newer opportunitiesWhile non-alcoholic beers still only represent a small proportion of the total amount of beer sold, brewers can sell non-alcoholic beers at a higher margin, because they are often priced at a premium and avoid excise duty.
The deal, announced earlier this year and which makes AB InBev a Worldwide Olympic Partner through to Los Angeles in 2028, marks the first time a beer brand has sponsored the Games.
"This is an opportunity to strengthen beer as a category and as the category of moderation," said AB InBev CMO Marcel Marcondes.
Persons:
—, Samuel Adams, Samuel Adams's, Samuel Adams Samuel Adams, Lauren Price, Price, It's, Sofia Colucci, Max Verstappen, Corona, Marcel Marcondes, Alan Miles
Organizations:
Service, Business, Boston, Molson Coors CMO, North America, Molson Coors, Miller, Team Ferrari, Red Bull, Heineken, Corona Cero, Anheuser, Busch, InBev, Games
Locations:
Boston, It's, American, Los Angeles