Observed Signal · Aug 5, 2026 · Campaign Launch · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Brand Campaign / Beverage Marketing Market: 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.
Brand creative launch tied to consumer research and recent sales growth at a major global brewer; relevant to marketers and beverage category advertising strategies but not industry-shifting.
Key Takeaways & Evidence Grounding
- AB InBev launched the "Cheers to Beer" global campaign created by Wieden+Kennedy.
- The campaign features AB InBev brands including Budweiser, Corona, Michelob, and Stella Artois.
- Research commissioned by AB InBev and conducted by Ipsos and IWSR found the beer and beyond-beer category grew from ~46% of total alcohol servings in 2019 to over 50% in 2026.
- AB InBev reported sales volumes up 0.8% in Q1 (beer sales up 1.2%) and reported a 5.6% revenue increase and 1.1% beer volume growth in Q2.
- Sales for Bud Light, which is not included in the "Cheers to Beer" spot, have been described as dwindling.
Connected Companies & Entities
3 Entities mappedWieden+Kennedy
Independent global creative agency for enterprise brand campaigns.
“Created by Wieden+Kennedy, “Cheers to Beer” resumes where the brewer’s emotional pandemic hit, “Let’s Grab a Beer,” left off....”
Ipsos
Market research group with panels, analytics and self-service insight tools.
“The campaign coincides with new global research commissioned by AB InBev and conducted by Ipsos and IWSR, which found beer is gaining share ...”
AB InBev
Global brewer and brand owner selling beer through trade channels.
“Ahead of International Beer Day on August 7, the world’s largest brewer, AB InBev, is giving thanks to the age-old brew for bringing people ...”
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