AB InBev is celebrating beer's enduring place in culture and social connection with the launch of "Cheers to beer", a new global campaign timed ahead of International Beer Day on 7 August. Among legal-drinking-age adults who consume alcohol, 73% choose beer, while the category accounts for around 93% of global no-alcohol beverage alcohol volume. Beer and beyond beer products also represented roughly half of global beverage alcohol servings in 2025, according to the report. “Beer is universal and woven into cultures and communities around the world,” said Michel Doukeris, CEO, AB InBev. He pointed to premium beer outperforming much of the wider alcohol category, while no-alcohol beer dominates no- and low-alcohol beverage consumption, reinforcing beer's continued relevance across evolving consumer preferences.