AB InBev Raises a Glass to Beer’s Power to Bring People Together

Ahead of International Beer Day on August 7th, brewer AB InBev, has 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 some of 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.”

"Back in 2021, 'Let’s Grab a Beer' reminded the world what it felt like to reconnect. 'Cheers to Beer' picks up where that left off, celebrating all the different things a beer and a “cheers” can say once people are together again. Sometimes it’s a celebration. Sometimes it’s comfort, gratitude, or encouragement. And through all these moments, big and small, from the middle of nowhere to the world’s biggest sporting events, beer has had an important place in all of them for generations by bringing us together no matter what,” added Karl Lieberman, global CCO, W+K.

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. 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, flavours 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 and 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.