AB InBev CMO Marcel Marcondes opened the 2023 Cannes Lions Festival of Creativity after his company was named Marketing Team of the Year for the first time in history two years in a row. He said that as the leading beer brewing company in the world, AB InBev’s key mission was to lead and to grow the category. Making little mention of the Bud Light fiasco that has dominated headlines recently, Marcondes said that Bud Light would soon be back to number one off the back of the company listening to its customers. “It’s tough to see all the controversial and divisive debates happening in the U.S. the last couple of weeks involving lots of brands and companies, including, especially, Bud Light,” he said. And to be fair, if any business was in the position to absorb such a massive backlash, AB InBev would undoubtedly be it.