AB InBev has unveiled a new seven-bottle packaging concept for its Corona Cero brand, which is based around the idea of one bottle for every day of the week.

The brewing business has partnered with Smurfit Westrock on the project, which used its unique Design2Market process to work collaboratively to develop, prototype and refine multiple solutions before selecting a scalable and award-winning design suitable for global rollout in a matter of weeks.

Developed in close collaboration with AB InBev and agency JKR, the “7 Days, 7 Moments” concept combines consumer insight with paper-based packaging innovation, creating a distinctive format to appeal to the growing number of consumers choosing alcohol-free options.

As more consumers embrace moderation and healthier lifestyles, the alcohol-free revolution shows no signs of slowing down. Across the world’s largest beer and beverage markets, some 61 million new consumers entered the no-alcohol category between 2022 and 2024.

The seven-bottle pack launch aligns with strong category growth: IWSR reports that alcohol-free beverages are forecast to continue growing at a compound annual rate of 7% through 2028. Following successful launches in Colombia and Argentina, the concept is now expanding into additional markets.

The resulting packaging system includes both the consumer pack and a corrugated transport solution designed to protect products throughout the supply chain while “supporting sustainability ambitions”.

“Our role here was to bring together the people, expertise and capabilities needed to ensure speed to market for one of the world’s biggest brands,” said Arco Berkenbosch, chief innovation officer with Smurfit Westrock.

They added: “The complexity was happening behind the scenes; our goal was to make the journey feel simple, from the first idea through to a solution that could be tested, produced and brought to market in an exceptionally short timeframe.”