Global Push, Local Harm: Big Beer Targets Brazil, China, and Beyond
AB InBev and Heineken, two of the world’s largest alcohol companies, are ramping up their push to increase alcohol consumption volumes in what they consider are “key global markets”. Despite already being among the most profitable corporations in the world, both beer giants are further accelerating volume growth putting it over health and sustainability concerns.
According to a detailed report by Reuters, AB InBev’s second-quarter volumes declined sharply, falling especially in Brazil and China. The beerhemoth’s shares dropped 11.5% in a single day, the steepest since 2020.
In Brazil, AB InBev blamed bad weather for falling sales, but analysts noted that the company raised prices earlier than Heineken. This decision made consumers turn toward more affordable products.
In China, AB InBev struggled due to a slowing economy and a government policy banning civil servants from dining out in large groups. The company now plans to target at-home alcohol use in China, shifting from bars to retail channels.
Volume Over Health: Industry Focus on Sales at All Costs
These shifts in strategy follow years of declining global alcohol consumption volumes. As noted in Reuters, beer giants hoped to recover lost volume in 2024 after previous price hikes discouraged consumption. However, inflation, bad weather, and new tariffs imposed by U.S. President Donald Trump continue to disrupt those plans. Heineken also warned of lower-than-expected volumes through the rest of 2025 and refused to raise its profit guidance.
Experts stress that Big Beer relies on high volumes – driven by a dependence on heavy and high-risk alcohol consumption – as business model to maximise profits. Siphelele Mdudu from Matrix Fund Managers told Reuters that relying only on price increases is unsustainable and could push consumers toward other products. Daniel Isaacs from 36ONE noted that AB InBev’s pricing in Brazil allowed Heineken to gain short-term advantage. In Europe, Heineken faced similar challenges after long negotiations with retailers strained its market presence.
Corporate Tactics: Profit Over People
Research has consistently documented how alcohol corporations such AB InBev exploit gaps in regulatory systems to maximise profits, regardless of the consequences for communities.
AB InBev alone spends over US$7 billion annually on marketing and has used civil society “partnerships” and front groups to delay and derail alcohol policies. For instance, in Brazil, AB InBev-linked front groups have spread misinformation to influence policy and protect corporate interests.
Moreover, according to Movendi’s 2024 annual report, Big Alcohol used deception, manipulation, and political lobbying across several countries to oppose evidence-based alcohol policy in attempts to stave off effective policy solutions that promote people’s health and reduce population-level alcohol consumption. These tactics include distorting science, polluting public health debates, and deploying CSR campaigns to divert attention from the real harm caused by their own alcohol products.
A Call for Prevention: Reclaiming Public Health
The aggressive global expansion strategies of AB InBev and Heineken highlight a dangerous trend that seeks to place commercial growth above people’s health. The alcohol industry is doubling down on sales volumes and marketing. This illustrate the direct and fundamental conflict of interest at the core of the alcohol industry. They target people, communities, and societies – so called “markets” for driving up alcohol consumption even though they are already heavily burdened by harm due to the very products and practices of alcohol companies, such as Brazil, South Africa, or Vietnam.
As alcohol use declines among health-conscious populations, Big Beer targets regions where alcohol policy is still inadequate, under-developed, or under threat. This alcohol industry volume-focused model jeopardises long-term health goals and increases risks health and safety risks for people and communities in “target” countries.