AB-InBev, the brewery known for brands such as Modelo and Corona, has reported significant growth in the final quarter of 2025 and is optimistic about continued success in 2026, particularly due to the expected inflow from the World Cup. During a conference with analysts, CEO Michel Doukeris highlighted that despite a resilient start to 2025, their revenue management strategies along with the strength of their major brands contributed to a 4.4% increase in revenue per liter, resulting in an annual growth rate of 2%. This growth is crucial as they look towards 2026, which is expected to be even more fruitful due to major sporting events like the World Cup which will occur across Mexico, Canada, and the United States.

Doukeris acknowledged the challenges faced in the consumer goods market, particularly in the early 2025 period where demand for many products was constrained due to tighter consumer spending and seasonal factors. Nevertheless, he emphasized their commitment to investing in their strategic priorities, indicating a confidence that eventually, this investment will pay off. This position is characterized by a belief in the durability of their brands and the consumption patterns associated with major events that unite fans, such as the World Cup.

As AB-InBev prepares for the World Cup, the implications extend beyond just the company; the event is likely to drive significant commercial activity and consumer engagement in the regions hosting the matches. The collaboration with major sporting events has historically proven to enhance brand visibility and sales, positioning Modelo and Corona to capitalize on the anticipated influx of fans and consumers during this major global event.