Smurfit Westrock has partnered with AB InBev to develop a seven-bottle paperboard pack for alcohol-free beer Corona Cero, taking the concept from design to a scalable packaging solution in just weeks.
The new format, built around the idea of one bottle for every day of the week, has been developed in collaboration with AB InBev and branding agency JKR. Branded 7 Days, 7 Moments, the concept aims to capitalise on growing consumer demand for alcohol-free beverages while creating a distinctive retail proposition.
The packaging was developed through Smurfit Westrock's Design2Market process, which brings together design, prototyping, testing and production expertise to accelerate the commercialisation of new packaging concepts.
Multiple solutions were developed and refined before the partners selected a design suitable for scalable production and international rollout.
The project also encompassed the development of a corrugated transport packaging solution, designed to protect the bottles throughout the supply chain while supporting the companies' sustainability objectives.
The seven-bottle format has already been launched in Colombia and Argentina, with expansion into additional markets now under way.
Speed to market
According to Smurfit Westrock, the Design2Market approach enabled the partners to move from initial concept to a production-ready packaging solution in a matter of weeks.
Arco Berkenbosch, chief innovation officer at Smurfit Westrock, said the project demonstrated the value of integrating packaging design and manufacturing capabilities early in the development process.
"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," Berkenbosch said.
"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."
The packaging has also received international recognition, winning the Richard DePaul Award for Creative Converting & Design at the 2026 Paperboard Packaging Council (PPC) awards in Florida.
Alcohol-free market growth
The launch comes amid continued expansion of the global no-alcohol beverage category.
According to IWSR's No- and Low-Alcohol Strategic Study 2024, approximately 61 million new consumers entered the no-alcohol category across major beer and beverage markets between 2022 and 2024.
IWSR also forecasts compound annual growth of 7 per cent for alcohol-free beverages through 2028.
For AB InBev, the seven-bottle concept provides a packaging format that links the Corona Cero brand to everyday consumption occasions, rather than positioning alcohol-free beer solely as an alternative for traditional drinking occasions.
For Smurfit Westrock, the project demonstrates how packaging structure, brand positioning and accelerated development processes can be combined to support new product launches across international markets.
