‘Cheers to Bars’ Global Platform Calls for People to Gather and Celebrate at Bars Everywhere
Today, AB InBev, the world’s
leading brewer, launched its global “Cheers to Bars” platform – a celebration
of local bars and their impact on communities all
over the world.
Bars have
always been more than places to grab a beer. They are where people come
together to connect, celebrate milestones, build friendships, and create
lasting memories. As hubs of social connection, bars play an important role in
strengthening communities and bringing people closer together.
“During the
FIFA World Cup 2026™, bars will become the beating heart of every neighborhood
– places where strangers become friends, every goal is celebrated as one, and collective
memories are created with every raised glass,” said Michel Doukeris, CEO, AB
InBev. “Beer and football have long been catalysts for bringing people together
to create moments of joy and belonging. Nowhere is this spirit of beer and football more alive than in bars, where
they share a special place in culture.”
The FIFA World Cup 2026™ will be the
biggest ever, and AB InBev’s global megabrands Michelob ULTRA and Budweiser are
serving as official beer sponsors.
Beyond its
sponsorship of the tournament, AB
InBev is introducing trade programs that help support and elevate bar owners as well as also debuting a new “Cheers to
Bars” anthem film. Produced in partnership with creative
agency GUT, the film pays
tribute to the energy, passion, and human connections that only bars can
create.
Around the world, celebrations will support local bars:
- AB InBev is hosting 200,000 watch parties across more than 40 countries, transforming bars into the ultimate match-day destination.
- In the U.S., Stella Artois is launching “Work From Bar,” reimbursing up to $100,000 for fans 21+ who enjoy a Stella Artois 0.0 or Stella Artois while watching weekday FIFA World Cup 2026™ matches from their local bar.
- In Brazil, Ambev will invest more than R$100 million in 2026 to provide mentoring and financial solutions for entrepreneurs at up to 250,000 points of sale across the country.
To promote beer
as a beverage of moderation, events will feature no- and low-alcohol options
alongside responsible beverage service training that equips servers with best practices for a
safe and elevated consumer experience.
Together with
partners around the world, AB InBev’s “Cheers to Bars” platform celebrates the
social and economic role local bars play in communities everywhere.
As billions of fans come together to cheer for the beautiful game during the FIFA World Cup 2026™, bars will continue to play an essential role in bringing people closer, creating moments of joy, belonging, and shared passion.
