Who is AB InBev?
Anheuser-Busch InBev (AB InBev) is a multinational drink and brewing company based in Belgium and the Netherlands. It is the largest brewer in the world by volume, with brands such as Corona, Stella Artois, and Budweiser under its umbrella.
The Impact of FIFA World Cup on Beer Sales
AB InBev’s CEO, Michel Doukeris, expects the upcoming FIFA World Cup in 2026 to significantly boost global beer sales. During previous World Cups, each unit has generated an average of $0.20 to $0.25 in additional sales due to increased consumption during the event.
Key Details about the 2026 FIFA World Cup
- The tournament will feature 48 teams instead of the usual 32, resulting in 104 matches across three countries.
- This expansion will create more opportunities for beer brands to associate with sports and engage consumers.
- The event is expected to attract a large audience in Europe, Africa, Asia, and North America.
Growth of the Beer Category
According to a study by Kantar, a global market consulting and research company, the beer category has shown consistent growth. During the 2022 FIFA World Cup in Qatar, beer sales grew by 5.8% in volume.
- Furthermore, the beer category saw an additional 3% increase compared to the period before the event.
- AB InBev’s Budweiser brand experienced nearly a 25% increase in Consumer Reach Points (CRP) measurement in 2023, placing it among the top 10 most penetrating brands in Latin America.
Lessons from the 2022 FIFA World Cup in Qatar
Marcela Botana, Kantar’s Regional Accounts Director, highlighted that the 2022 FIFA World Cup in Qatar provided valuable insights into how sporting events influence consumer behavior.
- More than 5 billion people interacted with the event, leading to significant growth for participating brands, especially beer.
AB InBev’s Performance in Q3 2025
Michel Doukeris mentioned that despite a slow start in July and August, AB InBev’s performance improved in September. The company sees the 2026 FIFA World Cup as a chance to capitalize on increased beer consumption during the event.
