Ahead of International Beer Day on August 7, AB InBev has launched “Cheers to Beer,” a new global campaign celebrating the enduring role beer plays in cultures and communities around the world.
Created in partnership with Wieden+Kennedy, the campaign is anchored by a new film capturing moments of people raising a glass across generations, geographies and occasions. The work positions beer as more than a beverage, presenting it as an invitation to connect, celebrate and share meaningful experiences.
“Beer is universal and woven into cultures and communities around the world,” said Michel Doukeris, CEO of 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 film will be amplified globally as part of a broader effort to reinforce beer’s place in both major cultural events and smaller everyday moments. Watch below:
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Beer remains the category leader
The campaign arrives alongside a new whitepaper from Ipsos and IWSR examining consumer trends shaping the future of alcohol.
According to the research, beer remains the leading choice among legal-drinking-age adults who consume alcohol, with 73% selecting the category.
Beer also represents approximately 93% of total no-alcohol volume, making it more than 30 times larger than any other no-alcohol category. Beer and beyond-beer products accounted for roughly half of global beverage alcohol servings in 2025.
The findings suggest that beer remains well positioned as consumers become more intentional about what, when and how they drink. The research identifies moderation, premiumization, affordability, flavor, convenience, experience and trust as key forces shaping future purchasing decisions.
“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, managing director and president of IWSR.
“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.”
Moderation, variety and choice
AB InBev is also using the campaign to emphasize beer’s role as a drink associated with moderation and consumer choice.
With generally lower alcohol-by-volume levels than many other categories and an expanding portfolio of no- and low-alcohol options, the company argues that beer offers consumers a wide range of ways to participate in social occasions responsibly.
That portfolio now includes no-alcohol, gluten-free, low-carb, low-calorie and sugar-free products designed for different preferences and occasions.
The company’s second-quarter 2026 results also reflected growing demand for those alternatives. AB InBev reported revenue growth of 5.6% and beer volume growth of 1.1%, while no-alcohol beer grew 27%, beyond-beer products increased 44% and its Balanced Choices portfolio rose 13%.
A drink rooted in community
“Cheers to Beer” also highlights the category’s relationship to agriculture, local production and employment.
Beer is traditionally made from grains, hops, yeast and water using a brewing process that has remained largely consistent for thousands of years. Many products are sourced through local farmers and brewed in the same communities where they are sold and consumed.
AB InBev also points to beer’s broader economic role, noting that one in every 100 jobs worldwide is connected to the category.
The campaign frames those qualities as central to beer’s staying power: it is natural, local, adaptable and closely tied to communal experiences.
From the NBA Finals and Wimbledon to concerts, backyard gatherings and the FIFA World Cup, AB InBev is positioning beer as the beverage that continues to accompany both global spectacles and intimate celebrations.
More than just something poured into a glass, “Cheers to Beer” presents the category as a universal invitation to connect—one toast at a time.
CREDITS:
BRAND: AB InBev
- Chief Marketing Officer: Marcel Marcondes
- Communications Directors: Donna Lorenson, Matt Kohan
- Marketing Director: Alexandre Costa
AGENCY: Wieden+Kennedy New York
- Chief Executive Officer: Neal Arthur
- Chief Creative Officers: Karl Lieberman, Marques Gartrell
- Executive Creative Director: Matt Mulvey
- Group Creative Director: Erwin Federizo
- Creative Directors: Will Binder, Nik Reed, Brad Phifer
- Copywriter: Lesley Scheuermann
- Head of Production: Nick Setounski
- Executive Producer: Dave Lambert
- Chief Strategy Officer: Laura Rowan
- Head of Accounts: Casey Jennings
- Group Account Directors: Brooke Stites, Stephanie O’Donnell
- Account Directors: Caitlyn Kayser, Emily Schein
- Manager: Mayra Yaji
- Account Executive: Britney Parada
- Project Manager: Nicole Soler
PRODUCTION COMPANY: Reset
POST/ VFX: KEVIN VFX
POST/ VFX: Trafik
EDIT: Exile
MUSIC/SOUND: Heard City
