LONDON - Wednesday, 05. August 2026
World’s Leading Brewer, AB InBev, Celebrates Beer as the Drink for Moderation and Socialization
(BUSINESS
WIRE)--Ahead of International Beer Day on August 7th, AB InBev, the
world's leading brewer, launched “Cheers to Beer,” a new global campaign
celebrating the timeless role beer plays in culture and communities
around the world.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260805206698/en/
The
campaign is anchored by a new film, created in partnership with
Wieden+Kennedy, that celebrates the many moments of cheers that beer
creates across geographies and generations. The film, which will be
amplified globally, reinforces beer's role in life’s meaningful moments,
big and small.
“Beer is universal and woven into cultures and
communities around the world,” said Michel Doukeris, CEO, AB InBev. “No
matter who you are, what you do for a living, or where you live, when
someone says, ‘Let’s grab a beer,’ you know it means something more.
It’s an invitation to celebrate or to simply connect.”
Beer’s
enduring relevance is reinforced by a new whitepaper from Ipsos and
IWSR, which shows that even in a world overflowing with choice, beer
continues to lead the alcohol category. Among legal-drinking-age adults
who consume alcohol, 73% choose beer1. It also represents approximately
93% of total no-alcohol volume – more than 30 times larger than any
other category – while beer and beyond beer accounted for about half of
global beverage alcohol servings in 2025.
As consumers make more
intentional choices about what, when, and how they drink, the research
finds that beer remains well positioned to meet evolving preferences
around key trends: moderation, experiences, premiumization and
affordability, flavors and convenience, and trust.
“As consumers
focus their spending on meaningful moments, our research shows a clear
momentum for beer and beyond beer among the alcohol category,” said
Marten Lodewijks, IWSR Managing Director & President. “Premium beer
continues to outperform much of the category, while no-alcohol beer
accounts for the vast majority of no- and low-alcohol beverage
consumption. Together, these trends underscore beer’s relevance in
shaping the alcohol category.”
The launch of “Cheers to Beer”
follows AB InBev's Q2 2026 results, reflecting the continued strength of
the beer category with revenue growth of 5.6% and beer volume growth of
1.1%. For Q2 2026, AB InBev also saw no-alcohol beer grow 27%, Beyond
Beer grow 44%, and its Balanced Choices portfolio grow 13% –
highlighting how beer is well positioned to meet evolving consumer
preferences.
There are many reasons to love beer.
Beer is
social – Beer brings people together. From major cultural moments like
the NBA finals, Wimbledon, and The FIFA World Cup™, to backyard
gatherings and concerts, it’s a beverage to connect, to celebrate, and
to share.
Beer is the drink for moderation – With a lower alcohol
by volume and a broad portfolio of no- and low-alcohol options, beer
offers consumers choice for responsible enjoyment.
Beer is
natural – Beer starts with simple ingredients like grains, hops, yeast,
and water, and has been brewed using the same process for thousands of
years.
Beer is local – Sourced from local farmers and brewed with
exquisite craftmanship, beer is deeply rooted in the places where it is
made and enjoyed.
Beer offers choice – With no-alcohol,
gluten-free, low-carb, low-calorie, and sugar-free options, beer
continues to evolve to meet a wide range of preferences and occasions.
Beer drives economies – Beer supports communities, with 1 in every 100 jobs globally tied to beer.
More
than just a drink, beer is a universal driver of connection – bringing
people together across cultures, communities and generations, one
“cheers” at a time.
About AB InBev
Anheuser-Busch InBev (AB
InBev) is a publicly traded company (Euronext: ABI) based in Leuven,
Belgium, with secondary listings on the Mexico (MEXBOL: ANB) and South
Africa (JSE: ANH) stock exchanges and with American Depositary Receipts
on the New York Stock Exchange (NYSE: BUD). As a company, we dream big
to create a future with more cheers. We are always looking to serve up
new ways to meet life’s moments, move our industry forward and make a
meaningful impact in the world. We are committed to building great
brands that stand the test of time and to brewing the best beers using
the finest ingredients. Beer is the drink for moderation, and for over a
century, AB InBev has championed responsible drinking. We are committed
to providing our consumers with Balanced Choices to enjoy on any
occasion. We also invest in marketing that aims to reinforce positive
behaviors, and we work with communities, customers, and partners to
promote responsible consumption through evidence-based initiatives.
Our
diverse portfolio of well over 400 beer brands includes global brands
Budweiser®, Corona®, Stella Artois® and Michelob Ultra®; multi-country
brands Beck’s®, Hoegaarden® and Leffe®; and local champions such as
Aguila®, Antarctica®, Bud Light®, Brahma®, Cass®, Castle®, Castle Lite®,
Cristal®, Harbin®, Jupiler®, Modelo Especial®, Quilmes®, Victoria®,
Sedrin®, and Skol®. Our brewing heritage dates back more than 600 years,
spanning continents and generations. From our European roots at the Den
Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the
Anheuser & Co brewery in St. Louis, US. To the creation of the
Castle Brewery in South Africa during the Johannesburg gold rush. To
Bohemia, the first brewery in Brazil. Geographically diversified with a
balanced exposure to developed and developing markets, we leverage the
collective strengths of approximately 137 000 colleagues based in more
than 40 countries worldwide. For 2025, AB InBev’s reported revenue was
59.3 billion USD (excluding JVs and associates).
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1 IWSR Bevtrac 2026, wave 2
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Contacts
media.relations@ab-inbev.com