Mumbai: AB InBev, the world’s leading brewer, has launched “Cheers to Beer,” a new global campaign celebrating beer’s role in culture, communities and social occasions around the world. The campaign comes ahead of International Beer Day on August 7.
The campaign is anchored by a new film created in partnership with Wieden+Kennedy, highlighting the many moments of connection and celebration associated with beer across geographies and generations. The film will be amplified globally and aims to reinforce beer’s role in both everyday and meaningful occasions.
“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.”
The campaign is supported by research from Ipsos and IWSR, which highlights beer’s continued position within the global alcohol category. According to the research, 73% of legal-drinking-age adults who consume alcohol choose beer. Beer also accounts for approximately 93% of total no-alcohol volume, more than 30 times the size of any other category, while beer and beyond beer together represented around half of global beverage alcohol servings in 2025.
The research also points to changing consumer preferences around moderation, experiences, premiumisation and affordability, flavours, convenience and trust. These trends are positioning beer and adjacent categories to respond to consumers who are becoming more intentional about what, when and how they drink.
“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 follows AB InBev’s Q2 2026 results, which reflected continued momentum for the beer category. The company reported 5.6% revenue growth and 1.1% beer volume growth during the quarter. No-alcohol beer grew 27%, Beyond Beer increased 44%, while the company’s Balanced Choices portfolio grew 13%.
As part of the campaign narrative, AB InBev highlights several attributes contributing to beer’s enduring relevance, including its role in bringing people together, its broad range of no- and low-alcohol choices, natural ingredients, local sourcing and production, and an expanding portfolio catering to different consumer preferences.
The company also points to beer’s economic contribution, noting that one in every 100 jobs globally is tied to beer.
