The death of beer

The general narrative around drinking consumption habits recently suggests we’ve seen the “death of beer”, however AB InBev's latest results tell a slightly different story.

The world’s biggest brewer has returned to volume growth for the first time since 2023, with brands like Corona and Michelob Ultra helping drive sales back up, which is something to cheers to in the current climate.
A few things stand out:

- Firstly, premium beer is still holding strong. Even with tighter wallets and changing drinking habits, people are still spending on brands that feel worth it.

- Secondly, the big drinks players know they can’t rely on beer alone anymore.AB InBev’s non-beer portfolio, including canned cocktails, grew 37%, showing how important broader drinking occasions have become.

- Overall, this points to the wider theme that seems to be emerging, although people may be drinking differently, they haven’t stopped wanting moments of connection, escapism and small indulgences.

Moderation is growing, NOLO is booming, but people still want to go out, socialise and have a drink that feels like a treat.

The brands winning right now seem to understand that balance best - familiar, easy, premium enough to feel special, but accessible enough to work every day.

This all continues to suggest a future of not less drinking, but rather drinking differently. We can toast to that 🍻