Ahead of International Beer Day on August 7, AB InBev has launched a new global campaign called “Cheers to Beer”, celebrating the timeless role beer plays in culture and communities around the world.

The campaign is anchored by a new film that celebrates the many moments of cheers that beer creates across geographies and generations.

“Beer is universal and woven into cultures and communities around the world,” said Michel Doukeris, CEO, AB InBev. “No matter who you are, what you do for a living, or where you live, when someone says, ‘Let’s grab a beer,’ you know it means something more. It’s an invitation to celebrate or to simply connect.”

AB InBev also notes that beer drives economies, with one in every 100 jobs globally tied to beer.

Beer’s enduring relevance is reinforced by a new report from Ipsos and IWSR, which shows that even in a world overflowing with choice, beer continues to lead the alcohol category. Among legal-drinking-age adults who consume alcohol, 73% choose beer. It also represents approximately 93% of total no-alcohol volume – more than 30 times larger than any other category – while beer and beyond beer accounted for about half of global beverage alcohol servings in 2025.

As consumers make more intentional choices about what, when, and how they drink, the research finds that beer remains well positioned to meet evolving preferences around key trends: moderation, experiences, premiumization and affordability, flavors and convenience, and trust.

“As consumers focus their spending on meaningful moments, our research shows a clear momentum for beer and beyond beer among the alcohol category,” said Marten Lodewijks, IWSR Managing Director & President. “Premium beer continues to outperform much of the category, while no-alcohol beer accounts for the vast majority of no- and low-alcohol beverage consumption. Together, these trends underscore beer’s relevance in shaping the alcohol category.”

The launch of “Cheers to Beer” follows AB InBev’s Q2 2026 results, reflecting the continued strength of the beer category with revenue growth of 5.6% and beer volume growth of 1.1%. For Q2 2026, AB InBev also saw no-alcohol beer grow 27%, Beyond Beer grow 44%, and its Balanced Choices portfolio grow 13%.

Watch the campaign below: