Big Beer Wins in Tough Times

World's Biggest Brewer Defies Trends with Optimistic Outlook for 2026

A Bright Spot in a Tough Market

AB InBev, the global leader in brewing, has announced better-than-expected earnings for Q4 2025. This is notable given the recent struggles in beer sales, as consumers cut back due to economic pressures or unfavorable weather conditions.

Rivals Struggle, AB InBev Thrives

Competitors like Heineken are facing difficulties, even announcing significant job cuts. However, AB InBev remains optimistic, forecasting faster growth than rivals in 2026. Their strategy includes heavy investments in sales, marketing, and leveraging major events like the Super Bowl, Winter Olympics, and FIFA World Cup to drive sales.

Leadership's Perspective

CEO Michel Doukeris expressed confidence, stating that AB InBev is ending 2025 with strong momentum and is well-prepared for 2026. Despite the broader decline in beer consumption, AB InBev's sales increased, though beer volumes dipped—though not as sharply as feared.

The Market Reality

While AB InBev's performance is encouraging, the beer industry remains challenging. Consumers are buying less beer overall, but AB InBev's strategic moves position them for a stronger 2026.