The collaborators of Kronenbourg learned this late Wednesday evening. The official announcement will be made this Thursday morning. Tourtel Twist, beer without alcohol from the French brewing giant, becomes official supporter of the Paris 2024 Olympic and Paralympic Games. A great achievement by the Alsatians who had been working on this issue for months. Two years after becoming a key member of the Tour de France caravan, here is Tourtel who arrives in the Olympics.
The symbol of the growth of alcohol-free beer
“This partnership illustrates the exceptional development of the brand. It is a unique experience which will allow it to increase its visibility during the most popular event of 2024 and to offer the public the opportunity to refresh themselves during convivial moments”, underlines Anders Roed, the general director of the Kronenbourg breweries, a subsidiary of the Danes of Carlsberg.
This appearance of an alcohol-free beer on the 33 Olympic and 17 Paralympic sites symbolizes the growth of alcohol-free beer in the French market. If beer is the favorite drink of the French, 0% is gaining more and more market share with both a young and more traditional audience, whether male or female.
“It is a pleasure to welcome Tourtel Twist,” says Tony Estanguet, the president of Paris 2024. With such a partner, we very concretely embody the values of sharing and conviviality which are the foundations of sport and which have all their merit. place at the Games. »
The announcements keep coming for the organizers. Less than a year before the great m of world sport in the capital, Paris 2024 continues to seduce French groups in particular. The Cojo (organizing committee) expects something 1.2 billion euros from partnerships finally. Depending on the level, the amounts paid are not the same.
We are talking in tens or hundreds of millions for certain tier 1 (premium) sponsors like LVMH (owner of Parisien-Aujourd’hui in France) or Sanofi to a few million and prizes for those of rank 3, the official supporters. In any case, there are still places to be taken… for signage or sports halls.