AB InBev launched a new global “Cheers to Bars” platform to celebrate local bars and their impact on communities all over the world.
The initiative includes 200,000 watch parties across more than 40 countries.
In the US, Stella Artois is running a ‘Work From Bar’ program, reimbursing up to $100,000 (A$142,000) for fans aged 21 and over who watch weekday FIFA World Cup matches from a local bar while drinking a Stella Artois or Stella Artois 0.0.
In Brazil, Ab InBev will invest more than R$100 million (A$27.5 million) to provide mentoring and financial support for entrepreneurs across up to 250,000 points of sale.
“During the FIFA World Cup 2026, bars will become the beating heart of every neighbourhood – places where strangers become friends, every goal is celebrated as one, and collective memories are created with every raised glass,” AB InBev chief executive Michel Doukeris said.
“Beer and football have long been catalysts for bringing people together to create moments of joy and belonging. Nowhere is this spirit of beer and football more alive than in bars, where they share a special place in culture.”
As part of the platform, AB InBev has debuted a ‘Cheers to Bars’ anthem film, produced with creative agency GUT. The company is also introducing trade programs to support bar owners across its markets.
AB InBev’s global brands Michelob ULTRA and Budweiser are official beer sponsors of the FIFA World Cup 2026. Events under the platform will also feature no- and low-alcohol options alongside responsible beverage service training.
