26 Sep 2026 AB InBev targets value packs, functional beer and adjacent categories
As global beer volumes come under pressure, AB InBev is looking beyond traditional brewing playbooks.…
The world’s largest brewer is betting on a combination of value-driven pack formats, functional beer innovation and expansion beyond traditional beer as it adapts to changing consumer behaviour and slowing growth in mature markets.
Speaking at the company’s recent capital markets event, AB InBev executives highlighted opportunities to grow consumption among value-conscious consumers while capturing demand for moderation, wellness and alternative beverage occasions.
Pack strategy aimed at protecting volume
Affordability is increasingly shaping beverage purchasing decisions, particularly in emerging markets where consumers remain under economic pressure.
AB InBev says smaller pack formats will play a bigger role in its portfolio, allowing consumers to access brands at lower price points while helping the brewer defend volumes and recruit new drinkers. At the same time, the company sees continued scope for larger value-oriented packs that deliver better price-per-volume economics.
The strategy reflects a broader trend across the global beverage sector, where manufacturers are increasingly using pack architecture to balance affordability with margin management.
According to AB InBev chief marketing officer Marcel Marcondes, attracting occasional drinkers remains a key growth opportunity. The brewer believes targeted pack innovations can help increase participation without relying solely on premiumisation.
Alongside pack formats, AB InBev is investing in the growing overlap between beverage, nutrition and wellness. The company is exploring products with functional benefits, including protein-enhanced and hydration-focused offerings, while continuing to expand its non-alcohol beer portfolio.
One example is a protein-fortified version of Spaten (pictured above) launched in Brazil, signalling how major brewers are testing propositions that move beyond traditional refreshment positioning.
Beyond-beer categories gain importance
AB InBev also identified adjacent beverage categories as an increasingly important growth engine.
Ready-to-drink cocktails and energy drinks were singled out as key opportunities, with the brewer seeking a larger share of consumer drinking occasions that sit outside conventional beer consumption.
The company already has exposure through brands such as Cutwater and sees further runway in both developed and emerging markets.
Chief executive Michel Doukeris said the energy drinks category alone could expand AB InBev’s addressable market by around US$25 billion.
The move comes as global brewers face mounting pressure from moderation trends, shifting lifestyle choices and softer demand in some key markets. Rather than viewing itself solely as a beer company, AB InBev is increasingly positioning its portfolio around a wider range of beverage occasions.
For the drinks industry, the message is clear: future growth is likely to come not only from premium beer brands, but also from smarter pack strategies, functional propositions, non-alcohol offerings and participation in faster-growing adjacent categories.
The companies best able to balance affordability, wellness and convenience are likely to be best placed to capture the next phase of beverage growth.
Source: Reuters