2024-03-26 08:42:03
Tourtel Twist, official supporter of Paris 2024, will take advantage of this unique event to increase its visibility before and during the competition. The brand will be present both at competition sites, celebration venues and in stores throughout France, while also providing support to four French athletes.
During a joint press briefing on March 25 in Paris, Anders Røed, Chairman and CEO of Brasseries Kronenbourg, and Tony Estanguet, President of the Paris 2024 Games Organizing Committee, unveiled the system planned by the brand during the Games Paris 2024 Olympics and Paralympics.
“We are convinced that the enthusiasm will accelerate in France in the coming months and we are very proud to bring our friendly and festive spirit to Paris 2024, as well as our support for French athletes in their Olympic and Paralympic preparations. “, says Anders Røed.
Tourtel Twist, the 0.0% alcohol-free beer with fruit juice, will invite you to refresh yourself and will be present wherever the heart of the Paris 2024 Olympic and Paralympic Games beats: on 34 Olympic competition sites and 16 Paralympic competition sites, but also in 9 celebration locations (6 Olympic and 3 Paralympic). It will also be found in the heart of the capital, at the Palais de Tokyo, an emblematic monument a stone’s throw from the Trocadéro, whose west wing will host Clubhouse 24. In total, there are 1,000 pressure prints, supplemented by a can offer, which will be deployed on the different sites. Only one flavor, Lemon Twist Tourtel, will be offered to the Public.
Tourtel Twist is thus helping to make Paris 2024 a more responsible Games with not only its 0.0% alcohol-free beer, but also by innovating with the use of returnable barrels, packaging with less impact in terms of CSR. More than 97% of the 5 million beers consumed during the event will be served on tap.
To guarantee the best quality of its 0.0% alcohol-free beer, Tourtel Twist will also provide support to the various concessionaires by training their teams in the proper service of draft beer and by providing them with technical assistance for the duration of the Olympic Games and Paris 2024 Paralympics.
From mid-March and in all major retail brands, three flavors will be available in cans with decorations in the colors and design of Paris 2024: Lemon, Lime and mint notes as well as Raspberry. The Raspberry cans will bear the Paris 2024 Paralympic Games logo, while the Lemon and Lime cans with mint notes will display the Paris 2024 Olympic Games logo. At the beginning of April, the same three flavors will be available in bottles. In total, 9 million Paris 2024 limited edition can and bottle packs will be deployed in stores throughout France.
To support this limited edition offer and provide strong in-store visibility, events are planned throughout France using POS displays, giant arches, competitions and tasting workshops. Since March 20, two 20-second advertising spots have also been broadcast on several television channels.
The brand is also proud to support athletes racing for Paris 2024, from preparation to qualification and then the quest for the medal. Team Tourtel Twist is made up of 4 French athletes supported through two foundations, the Fondation du Sport Français and the Respect Foundation. It brings together two beach volleyball players (Arnaud Gauthier-Rat and Youssef Krou), a para-cyclist (Alexandre Lloveras) and a 400m para-athlete (Laure Ustaritz).
Tourtel Twist is also working internally so that its employees can attend the events of the Paris 2024 Olympic and Paralympic Games and also support French athletes. Thus, all employees will be informed and mobilized thanks to Paris 2024 corners installed on the site of its brewery in Obernai and in its premises in Boulogne-Billancourt. Nearly 40% of Tourtel Twist employees will be able to attend the Paris 2024 Olympic and Paralympic events by winning places, notably through internal challenges via an application highlighting physical and sporting activity declared “Great National Cause 2024”.
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