World’s Leading Brewer, AB InBev, Celebrates Beer as the Drink for Moderation and Socialization
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.
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 beer[1].
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.
