Beer Sales Got a World Cup Boost, and AB InBev Is Betting the Momentum Continues

(Photo: AB Inbev)

Just in time for International Beer Day on Friday, brewing giant AB InBev has launched a new global marketing campaign celebrating beer’s role in bringing people together, arguing that the world’s oldest alcoholic beverage is experiencing renewed momentum.

The campaign, titled “Cheers to Beer,” is anchored by a new global film highlighting beer’s place in celebrations ranging from neighborhood gatherings to major sporting events. The initiative comes as fresh consumer research and sales data suggest beer continues to outperform many expectations despite growing competition from spirits, ready-to-drink cocktails and non-alcoholic alternatives.

“Beer is universal and woven into cultures and communities around the world,” AB InBev CEO Michel Doukeris said in a news release. “When someone says, ‘Let’s grab a beer,’ you know it means something more. It’s an invitation to celebrate or to simply connect.”

The campaign coincides with the release of a new Ipsos and IWSR whitepaper that found beer remains the most widely chosen alcoholic beverage among legal-drinking-age consumers. According to the research, 73% of adults who consume alcohol choose beer.

The report also highlights beer’s growing role in moderation. It found that approximately 93% of global no-alcohol beverage alcohol volume comes from beer, making it more than 30 times larger than any other no-alcohol beverage alcohol category.

AB InBev is also pointing to the 2026 FIFA World Cup as evidence that beer remains central to major cultural moments. More than 5.5 million beers were sold inside World Cup stadiums during the tournament, while beer sales increased 11% across U.S. host cities and rose 3% nationally during the event.

The brewer recently reported second-quarter earnings that reflected continued category strength. Revenue increased 5.6% year over year, while global beer volume rose 1.1%. The company also reported 27% growth in its no-alcohol beer business, 44% growth in Beyond Beer products and a 13% increase across its Balanced Choices portfolio.

The campaign emphasizes several reasons AB InBev believes beer continues to resonate with consumers, including its role in social occasions, relatively lower alcohol content compared with many spirits, centuries-old brewing traditions, wide variety of styles and growing selection of no-alcohol, low-carb and gluten-free options.

The brewer also noted beer’s economic impact, citing estimates that one out of every 100 jobs globally is connected to the beer industry.

With International Beer Day providing a global spotlight for the category, AB InBev’s new campaign underscores the company’s belief that beer remains not only culturally relevant but also well positioned to meet changing consumer preferences around moderation, affordability and shared experiences.