AB InBev has launched “Cheers to Beer,” a global campaign timed ahead of International Beer Day on August 7, celebrating the role beer plays in social gatherings and everyday moments. The campaign centres on a brand film created in partnership with Wieden+Kennedy, spotlighting the tradition of raising a toast across cultures and generations, and positioning beer as a drink tied to connection and shared moments. The film will roll out across global markets.
Alongside the campaign, AB InBev released findings from a whitepaper developed with Ipsos and IWSR examining consumer drinking preferences. The report found that 73% of legal drinking-age adults who consume alcohol choose beer, and that beer makes up close to 93% of global no-alcohol beverage volume. It also pointed to moderation, premiumisation, convenience, and flavour as trends continuing to shape consumption patterns.
The campaign arrives on the back of AB InBev’s second-quarter 2026 results, where the brewer posted revenue growth of 5.6% and beer volume growth of 1.1%. The company also reported stronger performance in newer categories, with its no-alcohol beer portfolio growing 27%, its Beyond Beer segment up 44%, and its Balanced Choices portfolio growing 13% during the quarter.
Taken together, the campaign and the accompanying research position AB InBev’s “Cheers to Beer” push as both a cultural moment tied to International Beer Day and a reinforcement of beer’s continued dominance in consumer preference, even as the company expands into moderation and no-alcohol offerings.
