Ahead of International Beer Day on August 7, 2026, global brewing major AB InBev has unveiled its new worldwide campaign, “Cheers to Beer”, celebrating beer’s enduring role in culture, community, connection and shared experiences. Developed in collaboration with Wieden+Kennedy, the campaign features a new film that captures how beer brings people together across generations, countries and everyday social moments, reinforcing its position as one of the world’s most widely shared beverages.
Commenting on the launch, Michel Doukeris, CEO of AB InBev, said that beer is universal and deeply woven into cultures and communities around the world. He noted that when someone says “Let’s grab a beer,” it often represents much more than simply drinking a beverage—it is an invitation to celebrate achievements, connect with friends, unwind after a long day or strengthen social bonds.
The campaign is supported by a new whitepaper released by Ipsos and IWSR, which found that 73 percent of legal-drinking-age consumers who drink alcohol choose beer. The research also highlighted beer’s continued resilience across major consumer trends such as moderation, premiumisation, convenience and affordability. In addition, the study noted that beer accounts for approximately 93 percent of total no-alcohol beverage volume, underlining the category’s strong presence in the rapidly growing no- and low-alcohol segment.
Marten Lodewijks, Managing Director and President of IWSR, said the research shows that as consumers increasingly focus their spending on meaningful social occasions and value-driven experiences, both premium beer and beyond-beer categories are gaining momentum within the broader alcohol industry. He added that premium beer continues to outperform many other alcohol segments, while no-alcohol beer dominates the no- and low-alcohol beverage category, demonstrating beer’s ongoing relevance in shaping future alcohol consumption trends.
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The ‘Cheers to Beer’ campaign comes shortly after AB InBev’s Q2 2026 financial results, in which the brewer reported 5.6 percent revenue growth and 1.1 percent growth in global beer volumes. The company also recorded 27 percent growth in no-alcohol beer, 44 percent growth in Beyond Beer products, and 13 percent growth across its Balanced Choices portfolio, highlighting how AB InBev is expanding beyond traditional beer offerings to meet evolving consumer preferences for moderation, wellness-oriented options and premium drinking experiences.
With its combination of emotional storytelling, consumer research and strong category growth data, AB InBev’s ‘Cheers to Beer’ campaign for International Beer Day 2026 reinforces the brewer’s strategy of positioning beer not only as a beverage, but as a global symbol of celebration, connection and shared moments across cultures and communities worldwide.
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