AB InBev partnered with Smurfit Westrock and brand consultancy JKR to develop the project. Using Smurfit Westrock’s Design2Market process, the teams rapidly progressed from initial concept through prototyping and refinement, creating a format ready for global deployment. The approach reflects wider food manufacturing trends and the growing role of food processing technology in accelerating product development.
Named “7 Days, 7 Moments,” the new presentation uses paper-based packaging to strengthen shelf appeal while supporting efficient production and broader commercial scaling. It also aligns with evolving food and drink sustainability priorities, as brands and retailers seek packaging solutions that balance performance, recyclability and consumer expectations.
After initial launches in Colombia and Argentina, AB InBev is introducing the format in additional markets. The expansion highlights the brewer’s wider strategy to build demand for Corona Cero beyond its original test locations and responds to changing food and drink consumer trends, food distribution trends and food and drink marketing priorities.
Smurfit Westrock chief innovation officer Arco Berkenbosch said the collaboration combined the specialist capabilities required to bring the solution to market quickly for one of the world’s leading brands. The finished corrugated transport system was engineered to safeguard the product throughout distribution and while displayed in stores.
The project also demonstrates how food and drink industry innovation can connect packaging design with supply-chain performance. As food and drink regulations continue to evolve, companies are increasingly assessing food and drink packaging through the combined lenses of protection, scalability, sustainability and brand communication.
