Wieden+Kennedy

AB InBev launches global 'Cheers to Beer' film

AB InBev released a global corporate film titled 'Cheers to Beer' timed ahead of International Beer Day (August 7, 2026). The emotional spot features multiple AB InBev brands including Corona, Budweiser, Michelob Ultra and Stella Artois, highlights no- and low-alcohol variants, and was created in partnership with Wieden+Kennedy. Alongside the film the brewer published a white paper from Ipsos and IWSR showing beer's sustained share in alcohol and no-alcohol categories. The film will run on AB InBev owned social channels across more than 30 markets and uses music by artist Mona.

AB InBev Launches 'Cheers to Beer' Campaign as Sales Rise

AB InBev has launched a global creative campaign titled “Cheers to Beer,” created by Wieden+Kennedy, which presents vignettes of people worldwide toasting with the brewer’s beer portfolio ahead of International Beer Day. The campaign accompanies new research commissioned by AB InBev and conducted by Ipsos and IWSR that shows beer’s share of alcohol servings rose from about 46% in 2019 to more than 50% in 2026. AB InBev CEO Michel Doukeris framed beer’s social role as a driver of recent growth: the company reported sales volumes up 0.8% in Q1 (beer sales up 1.2%) and posted a 5.6% revenue increase with 1.1% beer volume growth in Q2. The article notes Bud Light is not featured in the ad and that its sales have been dwindling.

Creative Technologists Move From Margin to Center

The article argues that the role of the Creative Technologist—an interdisciplinary practitioner who treats technology as a medium—has shifted from niche agency and art contexts into core product teams as AI accelerates the need for rapid experimentation and meaning-making. Drawing on practitioner accounts (notably Tina Tarighian at Google Creative Lab) and a historical timeline from Bell Labs collaborations to the Media Lab and creative-coding communities, the piece traces how the title splintered into product-focused variants (Design Technologist, Design Engineer) and why the AI era is reviving the original, exploratory disposition. The author suggests the attitude of ‘writing the first draft of what a technology means’ is becoming more common across roles, even when titles remain different.