AB InBev Makes History with Third Cannes Lions Creative Marketer of the Year Win
CANNES, France — The Cannes Lions International Festival of Creativity has named AB InBev its 2026 Creative Marketer of the Year, marking a historic third win for the beer giant. No other company has claimed the title more than once since the award was introduced in 1992.
AB InBev, whose portfolio includes Budweiser, Stella Artois, Corona, and Michelob Ultra, previously won the honor in 2022 and 2023. The award recognizes marketers that have built a sustained body of iconic, Lion-winning work, according to festival organizers.
In 2025 alone, the brewer collected 37 Cannes Lions across 15 categories and 10 countries, including the Audio & Radio Grand Prix for Budweiser's "One Second Ads." The company was also named the World's Most Effective Marketer for the fourth straight year in the Global Effie Index, owned by Cannes parent company Informa. In the Kantar BrandZ rankings, AB InBev brands now claim eight of the top 10 most valuable beer brands globally, with Corona leading for the second consecutive year.
The momentum follows a sweeping marketing overhaul led by global chief marketing officer Marcel Marcondes, who shifted spending disproportionately toward master brands like Budweiser, Corona, Stella Artois, and Michelob Ultra. The strategy appears to be paying off: AB InBev reported its first sales volume increase in three years this quarter, with revenue rising to $15.27 billion and organic volumes up 0.8%.
Recent marketing highlights include a multi-year global partnership with Netflix to integrate Bud Light and Stella Artois into shows like The Gentlemen, and a Super Bowl presence as the largest advertiser, running spots for Budweiser, Bud Light, and Michelob Ultra.
“AB InBev has embedded creativity into how it operates, not just how it leverages marketing, and it is consistently outperforming as a result,” said Simon Cook, CEO of Cannes Lions, in a statement. “This is a historic win, recognizing a company that has made creativity scalable, measurable and sustainable across hundreds of brands globally.”
Marcondes added: “Creativity is always in service to driving growth. To be named Creative Marketer of the Year for the third time in the last five years reflects our consistent and sustainable approach to building brands people love. It's also a credit to the amazing teams and agency partners we have around the world that are delivering all-time high revenues.”
AB InBev will open the Cannes Lions festival with a keynote address on June 22.
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Industry reactions:
James Holloway, 42, senior brand strategist at a London-based ad agency: “Look, the numbers don’t lie. AB InBev has cracked the code on marrying data with creative at scale. Their Netflix integration deal alone is a masterclass in cultural placement. This third win feels earned, not gifted.”
Elena Torres, 29, independent marketing consultant in New York: “Three times? Come on. This is just the festival patting its own back. AB InBev spends more on Super Bowl ads than most countries’ GDP. Of course they win Lions—they buy them. Meanwhile, smaller brands with real risk-taking creativity get overlooked. It’s a beauty contest for the highest bidder.”
David Chen, 55, former CMO of a mid-sized beverage company in Chicago: “I’ve watched Marcondes’s playbook closely. He didn’t just throw money at big brands—he restructured the entire marketing engine to be agile and measurement-driven. That’s why they’re seeing volume growth in a declining alcohol market. The industry should study this, not just envy it.”
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AB InBev’s win also comes amid broader headwinds for the alcohol sector, with many competitors reporting flat or declining sales. The brewer’s ability to reverse that trend—while dominating global ad awards—positions it as both a commercial and creative outlier.