AB InBev has introduced a seven-bottle packaging format for Corona Cero, positioning the alcohol-free beer around the idea of a bottle for each day of the week.
The brewer worked with Smurfit Westrock and branding agency JKR on the project, which was developed through Smurfit Westrock’s Design2Market process, allowing the teams to move from concept to prototype and refinement quickly enough for a global launch.
The new “7 Days, 7 Moments” presentation is built on paper-based packaging and is intended to combine consumer appeal with easier scalability.
Following earlier roll-outs in Colombia and Argentina, the format is now being extended into further markets, underscoring AB InBev’s broader push to build momentum behind Corona Cero beyond its initial test launches.
Arco Berkenbosch, Smurfit Westrock’s chief innovation officer, said the project brought together the necessary expertise to accelerate delivery for one of the world’s biggest brands, while the final corrugated transport system was designed to protect the product across the supply chain as well as in store.