AB InBev has become the first company in the history of Cannes Lions International Festival of Creativity to be named Creative Marketer of the Year for a third time. The world’s leading brewer previously received the honor in 2022 and 2023 and will now be recognized again at the final awards show of the 2026 festival on June 26.
The award follows another strong creative year for AB InBev, whose campaigns won 37 Lions at last year’s festival across work from 10 countries and 15 award categories. The company has positioned creativity not as decoration, but as a measurable growth tool across its global beer portfolio.
Simon Cook, CEO of the LIONS Division, said the brewer had embedded creativity into its operating model and linked creative excellence with commercial performance. Since 2021, AB InBev has shifted its strategy from inorganic to organic growth, using brand-building and consumer focus to support stronger revenues and beer volumes.
The recognition comes alongside AB InBev’s Q1 2026 results, which showed all-time high revenues and increased beer volumes. The group says its portfolio now includes 20 brands generating more than USD 1 billion in annual sales each.
Marcel Marcondes, Global Chief Marketing Officer of AB InBev, said creativity was “always in service to driving growth,” crediting teams and agency partners around the world for the brewer’s performance.
AB InBev’s marketing dominance is also reflected beyond Cannes. The Global Effie Index ranked the group as the World’s Most Effective Marketer for the fourth consecutive year, while Kantar BrandZ placed AB InBev brands in eight of the world’s 10 most valuable beer-brand positions. Corona was named the world’s most valuable beer brand for the third consecutive year.
