On the occasion of International Beer Day, AB InBev is highlighting the role of beer in bringing people together through its global ‘Cheers to Beer’ campaign.
Created in partnership with Wieden+Kennedy, the campaign features a brand film celebrating the tradition of raising a toast across cultures and generations, positioning beer as a symbol of social connection. The film is being rolled out across global markets.
Alongside the campaign, AB InBev has shared findings from a whitepaper developed by Ipsos and IWSR on consumer drinking preferences. According to the report, 73 per cent of legal drinking-age adults who consume alcohol choose beer.
The study also found that beer accounts for around 93 per cent of global no-alcohol beverage volume. It identified moderation, premiumisation, convenience and flavour as key trends influencing consumer choices.
The campaign comes as AB InBev reported positive business momentum in the second quarter of 2026, with 5.6 per cent revenue growth and 1.1 per cent growth in beer volumes. The company also recorded 27 per cent growth in its no-alcohol beer portfolio, 44 per cent growth in its Beyond Beer portfolio and 13 per cent growth in its Balanced Choices portfolio during the quarter.
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