Gregory Bonutto (Tourtel Twist): “it is estimated that 1,400,000 liters of beer will be consumed” during Paris 2024

2024-03-25 16:25:14

Credit : Sport Buzz Business

In the presence of Tony Estanguet, the brand of the Kronenbourg brewing group unveiled its system for Paris 2024 this morning.

2024 is a bit of a year of challenge for Tourtel Twist. Official supporter of Paris 2024, the fruity alcohol-free beer brand will take on the Tour de France then the Olympic and Paralympic Games this summer. A challenge that the brand approaches with a lot of confidence and excitement. Gregory Bonutto, Vice President CHD de Kronenbourg : « We’re ready! ».

This summer, Tourtel Twist will be present at 34 Olympic and Paralympic competition sites as well as 9 celebration locations. If the brand did not have a stand in its name, the fruity non-alcoholic beers will be sold at points of sale.

Grégory Bonutto, Tony Estanguet et Anders Roed. Credit : Sport Buzz Business

Or rather beer without fruity alcohol, because Tourtel Twist has chosen to only market the lemon flavor. Being the brand’s first reference, the strategy makes sense. “ The Games are the largest public event in the world, so we have chosen to highlight the product that speaks most to the general public. » explique Gregory Bonutto.

This summer, it’s going to be drunk!

« With the Paris 2024 teams, an estimated 1,400,000 liters of beer were consumed at competition and celebration sites. » he continues. And to meet this demand, the brand has chosen to serve Tourtel Twist non-alcoholic draft beer to customers. In total, 1,000 taps of draft beer will take place every day for 2 weeks. Therefore, salespeople will undergo training to ensure proper beverage service.

Credit : Sport Buzz Business

Please note that in accordance with the Évin law, the competition and celebration venues for Paris 2024 will be alcohol-free. Also holder of the 1664 brand, Kronenebourg will make Tourtel Twist lemon available, but also 1664 0.0%. On site, it is the dealers who will set the selling price.

Tourtel Twist will also be able to count on its athletic team made up of Arnaud Gauthier-Rat and Youssef Krou (beach volleyball players), Alexandre Lloveras (para-cyclist) and Laure Ustaritz (400m para-athlete). 4 French athletes, not all qualified for the Games but who the brand will highlight.

9 million packs in the colors of Paris 2024

From now on, 9 million packs of cans and bottles in the Paris 2024 colors will be sold in supermarkets. A speed that Tony Estanguet also highlighted at the start of the conference: “ I would like to thank Tourtel Twist. The partnership began in September and in 6 months, there are already products with a Paris 2024 look. A festive and celebratory partnership in the image of the Games. »

In cans, the lemon and raspberry flavors will be sold for €4.50 compared to €4.60 for the lime flavor. For bottles, the price will be €4.45 for lemon and raspberry flavors and €4.80 for lime. In store, Tourtel Twist will hold some events and will also benefit from two 20-second advertising spots which will be broadcast on “the TF1 group at more than 50%”.

Tourtel Twist is preparing for the Games! 9 million Paris 2024 design packs will be on sale in supermarkets from today.

The Official Supporter of @Paris2024 will only sell the lemon flavor at competition and celebration sites. #Paris2024 pic.twitter.com/lOI0twgwCM

— SportBuzzBusiness.fr (@SportBuzzBizz) March 25, 2024

But it is mainly at La Gaîté Lyrique, a partner of the brand “for years”, that Tourtel Twist will be present during the Games. There, free and open-access activities will be offered. If “the exact program remains to be defined, it is very likely that in the event of medals, the athletes of the team will pass through here” specifies Gregory Bonutto.

Finally, to benefit its employees, Tourtel Twist promises that 40% of them will attend the Olympic and Paralympic events in Paris 2024.