AB InBev has launched a new global marketing campaign celebrating beer's enduring role in bringing people together, as the world's largest brewer seeks to reinforce the category's relevance amid evolving consumer drinking habits.
Ahead of International Beer Day on 7 August, the brewer unveiled its “Cheers to Beer” campaign, centred on a global film that showcases the role beer plays in celebrations and everyday social occasions across different cultures and generations.
Michel Doukeris, chief executive of AB InBev, said the campaign highlighted beer's unique place in communities around the world.
“Beer is universal and woven into cultures and communities around the world,” he said. “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 coincides with the publication of new research by Ipsos and IWSR, commissioned by AB InBev, which suggests beer remains the world's most popular alcoholic beverage despite growing consumer choice.
According to the research, 73 per cent of legal drinking-age adults who consume alcohol choose beer. Beer also accounts for around 93 per cent of global no-alcohol beverage alcohol volumes, while beer and “beyond beer” products represented about half of all global beverage alcohol servings in 2025.
The report also points to growing opportunities in premium and no-alcohol beer as consumers increasingly prioritise moderation, premium experiences, convenience and affordability.
Marten Lodewijks, managing director and president of IWSR, said the findings demonstrated beer's continued momentum.
“As consumers focus their spending on meaningful moments, our research shows a clear momentum for beer and beyond beer among the alcohol category,” he said.
“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 campaign follows AB InBev's stronger-than-expected second-quarter results, reported last week, which showed revenue increased by 5.6 per cent while beer volumes grew 1.1 per cent. The brewer also reported 27 per cent growth in no-alcohol beer, 44 per cent growth in its Beyond Beer portfolio and a 13 per cent increase in its Balanced Choices range, reflecting continued demand for lower- and no-alcohol options.
As part of the campaign, AB InBev is highlighting beer's versatility, citing its role in social occasions ranging from major sporting events to informal gatherings, its relatively lower alcohol content compared with many other alcoholic drinks, its natural ingredients, strong links to local agriculture and brewing traditions, and its economic contribution.
The brewer said beer supports around one in every 100 jobs globally through farming, brewing, hospitality and retail, underlining the category's importance beyond consumer enjoyment.