Ahead of International Beer Day on 7 August, AB InBev has unveiled 'Cheers to Beer', a global campaign celebrating beer's enduring place in cultures and communities around the world.
Created in partnership with Wieden+Kennedy, the campaign centres on a new film that captures the shared moments beer creates across generations and geographies, reinforcing its role in bringing people together for celebrations and everyday connections.
Commenting on the campaign, Michel Doukeris, CEO, AB InBev, said, “Beer is universal and woven into cultures and communities around the world. 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.”
Supporting the campaign, a new whitepaper by Ipsos and IWSR found that 73% of legal-drinking-age consumers who drink alcohol choose beer. The research also highlighted beer's continued strength across key consumer trends, including moderation, premiumisation, convenience and affordability, while noting that beer accounts for around 93% of total no-alcohol beverage volume.
Marten Lodewijks, Managing Director & President, IWSR, said, “As consumers focus their spending on meaningful moments, our research shows a clear momentum for beer and beyond beer among the alcohol category. 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 campaign follows AB InBev's Q2 2026 results, which reported 5.6% revenue growth and 1.1% growth in beer volumes. The brewer also recorded 27% growth in no-alcohol beer, 44% growth in Beyond Beer, and 13% growth across its Balanced Choices portfolio, underscoring the category's ability to meet evolving consumer preferences.
