Description
AB InBev has launched ‘Cheers to Bars’, a new global platform celebrating the vital social and economic role that local bars play in communities around the world. Created by GUT New York, the campaign uses the FIFA World Cup as a unifying backdrop to highlight bars as places where people gather to share experiences, build connections and celebrate together.
The hero film, produced by Sugarcane Films with content sourced from bars across the globe, combines clips and photographs from a wide range of venues to capture the emotions that unfold within their walls. From anticipation and celebration to friendship and shared passion, the campaign shows how football tournaments amplify the unique atmosphere of local bars, turning them into communal spaces where strangers become supporters united by the game.
Beyond the creative campaign, AB InBev is extending its commitment through trade programs designed to support bar owners and by hosting 200,000 World Cup watch parties across 40 countries. With Michelob ULTRA and Budweiser serving as official beer sponsors of the tournament, the initiative reinforces the enduring connection between football, beer and the neighbourhood bars that bring communities together during the World Cup and beyond.
This professional campaign titled 'Cheers to Bars' was published in Multinational Worldwide and United States in July, 2026. It was created for the brand: AB InBev, by ad agency: GUT New York. This Film medium campaign is related to the Alcoholic Drinks and Sports industries and contains 1 media asset. It was submitted 6 minutes ago.
