AB InBev Launches “Cheers to Beer,” Celebrating the Drink at the Heart of Life’s Meaningful Moments
HOSPITALITY
World’s Leading Brewer, AB InBev, Celebrates Beer as the Drink for Moderation and Socialization.
In honor of International Beer Day on August 7, AB InBev, the world’s leading brewer, has launched “Cheers to Beer,” a global campaign celebrating beer’s timeless role in culture, community, and everyday connection. The initiative highlights how beer continues to anchor meaningful moments across generations and geographies, reinforcing its place as the world’s most widely enjoyed alcoholic beverage.
A Global Film Spotlighting Beer’s Universal Appeal
At the center of the campaign is a new film created with Wieden+Kennedy, showcasing the many “cheers” moments that bring people together, from milestone celebrations to spontaneous gatherings. The film will be amplified worldwide, underscoring beer’s ability to spark connection, joy, and belonging.
AB InBev CEO Michel Doukeris emphasizes beer’s cultural power:
“Beer is universal and woven into cultures and communities around the world. When someone says, ‘Let’s grab a beer,’ you know it means something more, an invitation to celebrate or simply connect.”
Research Confirms Beer’s Dominance in a Crowded Market
A new whitepaper from Ipsos and IWSR reinforces beer’s enduring relevance, even as consumers face more beverage choices than ever. Key findings include:
73% of legal‑drinking‑age adults who consume alcohol choose beer.
Beer represents 93% of total no‑alcohol volume, more than 30 times larger than any other category.
Beer and beyond‑beer beverages accounted for half of global alcohol servings in 2025.
These insights show beer’s strong alignment with modern drinking trends, including moderation, premiumization, flavor exploration, convenience, and trust. As consumers make more intentional choices, beer remains well positioned to meet evolving preferences.
Momentum Backed by Strong Category Performance
The launch of Cheers to Beer follows AB InBev’s Q2 2026 results, which highlight continued category strength:
Revenue grew 5.6%
Beer volume increased 1.1%
No‑alcohol beer grew 27%
Beyond Beer grew 44%
Balanced Choices portfolio grew 13%
These numbers reflect beer’s resilience and its ability to evolve with consumer expectations around health, moderation, and meaningful experiences.
Beer as a Social Connector Across Cultures
AB InBev notes that beer’s social role remains unmatched. From global sporting events like the NBA Finals, Wimbledon, and the FIFA World Cup™, to backyard gatherings, concerts, and everyday celebrations, beer continues to serve as a catalyst for connection.
As Marten Lodewijks, IWSR Managing Director & President, explains:
“Premium beer continues to outperform much of the category, while no‑alcohol beer accounts for the vast majority of no‑ and low‑alcohol consumption.”
Campaign Rooted in Culture, Community, and Moderation
Cheers to Beer celebrates not just the beverage, but the shared human moments it inspires. As consumers increasingly prioritize meaningful experiences, AB InBev’s campaign reinforces beer’s role as a drink of moderation, celebration, and connection, one that continues to shape culture worldwide.
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