Observed Signal · Jun 22, 2026 · Award / Recognition · Source: Adweek · Impact: 2/5 · Sentiment: Positive
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.
Major global advertiser’s creative transformation and award recognition signal best-practice shifts in marketing culture, creative effectiveness, brand investment priorities and use of AI; notable but not industry-shifting technical news.
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Key Takeaways & Evidence Grounding
- AB InBev collected 183 Cannes Lions trophies between 2021 and 2025.
- AB InBev is the first brand to win Cannes Lions’ Creative Marketer of the Year award three times (announced at Cannes Lions 2026).
- AB InBev reported $59.3 billion in net revenue in 2025 and posted record organic revenue that year.
- A global marketing culture and the Creative X framework were established after a 2018 marketing culture & capabilities function; ~2,400 marketers have been trained on briefing and judging creative work.
- AB InBev has a multi-year integration deal with Netflix and extended its FIFA World Cup sponsorship through 2030.
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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.
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 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.
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