The XXV Olympic Winter Games will soon be kicking off in Italy and in their own ways two “big beer” companies, Anheuser-Busch and Molson Coors, are looking to cash in on the wintery action.

Here’s the deal…

XXV Olympic Winter Games

February 6 to February 22, The 2026 Olympic Winter Games will be taking place in two spectacular settings in Northern Italy.

Hosted this year by the cities of Milan and Cortina d’Ampezzo in Italy, these Games are the first in history to be held in two major cities and are the most geographically spread out ever, covering over 8,500 square miles across northern Italy.

It promises to be one of the most watched Winter Olympics of all-time and the world’s biggest brewers, officially Anheuser-Busch and unofficially Molson Coors are looking cash in on the wintery action

When it comes to the Winter Olympics, the spotlight usually shines on icy curves and gold medals —

A Historic First:  Anheuser-Busch InBev

For much of Olympic history, beer companies were not part of the highest tier of official sponsorship.

All that changed starting with the 2024 Summer Olympics in Paris, when Anheuser‑Busch InBev, the global brewing giant that’s home to huge beer brands like Budweiser, Corona, and Michelob Ultra — became the first beer company to enter the Olympics as a Worldwide Olympic Partner, the top level of the IOC’s sponsorship program.

And that partnership includes the 2026 Winter Olympics in Milan-Cortina.

And  for the first time ever Anheuser-Busch will be showcasing Corona Cero (Global Sponsor) a partnership reflects both a shift in consumer tastes toward moderation and the Olympic movement’s emphasis on responsible consumption.

Corona Cero’s “For Every Golden Moment” campaign is already saturating dozens of markets worldwide with special activations, Olympic-themed packaging, digital media, and experiential tie-ins, blending beer with themes of moderation and wellness, a significant departure from the classic “sports and beer” pitch of years past.

(Courtesy Anheuser-Busch)

Michelob Ultra and the US Angle

Although Corona Cero is the centerpiece globally, the AB InBev strategy in the United States looks a bit different due to distribution rights.

In the US the company’s Michelob Ultra brand has been tapped to support Olympic campaigns, especially around Team USA and active-lifestyle messaging heading toward the Los Angeles 2028 Olympics.

And while this specific Michelob ULTRA tie-in is more directly connected with the US Olympic team rather than the official global sponsor program for Milan-Cortina, its association with Anheuser-Busch’s participation at this year’s Winter Olympics is inescapable.

In fact Michelob ULTRA is heading back to the football’s biggest night with a campaign that neatly mashes up two of America’s favorite winter pastimes: the Super Bowl and the Olympic Winter Games.

The new spot leans hard into star power, bringing together Hollywood legend Kurt Russell, actor Lewis Pullman, Olympic gold medal snowboarder Chloe Kim, and Olympian and NHL champion T.J. Oshie.

And Michelob ULTRA is using its Super Bowl moment to remind viewers that the bestselling beer is also “the Official Beer Sponsor of Team USA” at the Winter Olympics.

(Courtesy Molson Coors)

Molson Coors Takes an “Unofficial” Approach to the Winter Olympics

Not every big brewer has snagged a global Olympic sponsorship, but that doesn’t mean they’ve stayed silent. Molson Coors (parent of brands like Coors Light, Molson Canadian, and Miller Lite) has remained active around Olympics-related moments, especially through national and creative campaigns tied to Team Canada.

For example, at the 2024 Paris Games, Molson ran a campaign celebrating the parents of Team Canada athletes with paid endorsements and brand content that went beyond traditional athlete sponsorship. This kind of creative engagement — while not part of the IOC’s official global sponsorship portfolio — helped the brand stay culturally connected to the Olympic moment in its home market.

Historically, Molson also had deep ties with Olympic marketing in Canada: it was the official beer supplier for the 2010 Vancouver Winter Olympics and has supported Canadian Olympians at various levels over the years.

And this year Molson Coors is making unofficial moves to tie their bestselling Italian beer brand Peroni Nastro Azzurro with their “Here for the Nastro Azzurro” campaign including a winter-sports themed “ski-jumping spot, will roll out across streaming, broadcast, print, digital, and social touchpoints throughout the winter season

“This campaign celebrates the joy in everyday moments, bringing people together over something real, beautifully crafted, and with unmistakable Italian style. It’s about making people want to reach for Peroni in the moments that matter,” says Chief Marketing Officer Sofia Colucci told Beer & Beyond. “From the slopes, to the ice, to sitting around the fireplace, and everything in between, Peroni is there to make everyday moments feel blue-ribbon worthy.”

Bottom Line

As global spectacles go, the Winter Olympics remain a premium stage for for major brewing companies. And obviously Anheuser-Busch with its “official sponsorships” has the upper hand in co-branding its beers with the XXV Olympic Winter Games.

At the same time, local campaigns like those from Molson Coors show there’s still room for creatively co-opting engagement around the 2026 Winter Olympics even if those efforts aren’t anchored in official Worldwide Olympic Partner status.

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