• by Teresa Buyikian , Yesterday

The world’s largest brewer is paying homage to all things beer in a new global campaign timed for International Beer Day on Aug. 7.

“Cheers to Beer” rolls out internationally this week to celebrate the “role beer plays in culture and communities around the world.”

The campaign kicks off with a hero film, seen here, created with Widen+Kennedy, that highlights how beer helps commemorate life’s many big and small moments.

“Beer is universal and woven into cultures and communities around the world,” said Michel Doukeris, CEO, AB InBev, in a release. “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.”

The 1:30 film opens on a woman walking onstage for her first performance at a country-western bar, clinking beer bottles with the MC for luck. The scene moves to the bar, where the bartender gives a patron a good luck tap on his beer as his online date arrives for their first meeting. The film goes on to show various beer “cheers” around the world: older couples toasting younger couples, a bride commemorating her upcoming nuptials, and runners celebrating the end of a marathon at a bar, among others. The film concludes with the line, “To a future with more cheers.”

As inspiration for the effort, the brand cites a recent whitepaper from Ipsos and IWSR that found among legal adults 21 and over, 73% choose beer over all other alcohol. Beer and “beyond beer,” defined as any alternative, non-traditional adult beverage produced by breweries (such as RTDs), also accounted for almost half of global beverage alcohol servings in 2025.