Observed Signal · Aug 5, 2026 · Campaign Launch · Source: Adweek · Impact: 2/5 · Sentiment: Positive
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.
Track AB InBev Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your Polaris7 workspace to monitor these entities.
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
4 Entities mapped“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 ...”
“Created by Wieden+Kennedy, Cheers to Beer resumes where the brewer’s emotional pandemic hit, Let’s Grab a Beer, left off.”
“The campaign coincides with new global research commissioned by AB InBev and conducted by Ipsos and IWSR, which found beer is gaining share ...”
“The campaign coincides with new global research commissioned by AB InBev and conducted by Ipsos and IWSR, which found beer is gaining share ...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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 Wins 183 Cannes Lions in Five Years
AB InBev’s global CMO Marcel Marcondes opened Cannes Lions 2026 and highlighted the brewer’s decade-long marketing transformation that produced 183 Cannes Lions trophies between 2021 and 2025. The company — the first brand to win Cannes’ Creative Marketer of the Year three times — rebuilt its marketing culture beginning with a 2018 marketing culture and capabilities function and the introduction of the Creative X framework. AB InBev trained roughly 2,400 marketers, established an external creative council, and shifted investment toward global “megabrands” (Budweiser, Corona, Stella Artois, Michelob Ultra), which represent about 57% of revenue. The company reported $59.3 billion in net revenue in 2025, has a multi-year Netflix integration deal, extended its FIFA World Cup sponsorship through 2030, and uses AI via its in-house agency DraftLine while retaining human oversight in creative workflows.
AB InBev Wins Cannes Creative Marketer Award — Third Time
The Cannes Lions International Festival of Creativity named AB InBev its 2026 Creative Marketer of the Year, the first company in the festival’s history to win the title three times (previous wins in 2022 and 2023). The recognition cites AB InBev’s sustained, Lion-winning creative work; the brewer won 37 Cannes Lions in 2025 across 10 countries and 15 categories, including an Audio & Radio Grand Prix for Budweiser. Parent company Informa’s Global Effie Index ranked AB InBev the World’s Most Effective Marketer for a fourth consecutive year, and Kantar BrandZ lists AB InBev brands among the world’s most valuable beer brands. The article notes recent business and marketing momentum under global CMO Marcel Marcondes, including a Netflix integration deal, heavy Super Bowl advertising presence and a modest rise in Q1 sales volumes and revenue.
Receive all future signals for AB InBev & competitors in your briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.