Observed Signal · Aug 6, 2026 · Campaign Launch · Source: The Drum · Impact: 2/5 · Sentiment: Positive
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.
A major global advertiser (AB InBev) launched a multinational corporate campaign with a prominent creative agency and published supporting market research; relevant to creative production, brand strategy and owned-channel distribution but not industry‑shifting.
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Key Takeaways & Evidence Grounding
- AB InBev released a global corporate film called 'Cheers to Beer' timed ahead of International Beer Day (August 7, 2026).
- The film features AB InBev brands Corona, Budweiser, Michelob Ultra and Stella Artois and includes no- and low-alcohol variants.
- The creative work was produced in partnership with Wieden+Kennedy.
- AB InBev published a white paper from Ipsos and IWSR reporting that 73% of legal-drinking-age adults who consume alcohol choose beer, and beer represents approximately 93% of total no-alcohol volume.
- The film will be shown globally on AB InBev owned channels (Instagram, LinkedIn, Facebook and ab-inbev.com) across more than 30 markets.
Connected Companies & Entities
4 Entities mapped“Timed for release ahead of International Beer Day on August 7, AB InBev has created an emotional film featuring several of its major brands,...”
“What stops the scenes from descending into schmaltzy cliché is the sensitive, well-observed direction, created in partnership with Wieden+Ke...”
“Alongside the film, AB InBev released a new white paper from Ipsos and IWSR.”
“Alongside the film, AB InBev released a new white paper from Ipsos and IWSR.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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.
Budweiser Launches 'Let It Pour' World Cup Campaign
Anheuser‑Busch InBev’s Budweiser has unveiled a global World Cup campaign titled “Let It Pour,” starring soccer players Erling Haaland and Jürgen Klopp. The spot, created by Grey Global and set to Joe Cocker’s “Feelin’ Alright,” depicts fans around the world celebrating as Haaland scores; the creative includes cameo elements such as Alfie‑Inge Haaland and a Godzilla scene. The campaign will run in 40 countries (excluding the U.S., where Michelob Ultra and Stella Artois will run their own World Cup work). Budweiser is also releasing limited‑edition bottles featuring designs from the past 10 tournaments and operating an online Bud Fan Store selling branded merchandise. Richard Oppy, global president, Premium Company at AB InBev, is quoted about centering fans and emotions in the campaign.
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