AB InBev to buy 85% of BeatBox in US$490m deal
AB InBev’s decision to acquire an 85% stake in BeatBox for about US$490 million marks a decisive shift in the global ready-to-drink (RTD) landscape, as consumption patterns evolve and retail momentum slows.
AB InBev said it plans to acquire an 85% share of US-based BeatBox for about US$490 million. The agreement establishes a path to full ownership after five years through a predetermined pricing formula.
The transaction is expected to be completed in the first quarter of 2026 subject to regulatory approval, according to Reuters. Market watchers will see the timing as strategic given surveys suggesting a fall in alcohol consumption in the United States, where a combination of wellness trends and retail sluggishness continues to shape long-term demand.
BeatBox will join the Budweiser maker’s Beyond Beer portfolio, which already includes Cutwater Spirits NÜTRL Vodka Seltzer and Phorm Energy. The acquisition follows AB InBev’s October update in which it reported its lowest quarterly profit growth since 2021 due to weak demand and currency volatility.
How BeatBox fits the new drinking landscape
Ready-to-drink brands have become a proving ground for producers seeking younger and more adaptable audiences. BeatBox’s colourful energy-driven positioning gives AB InBev a fresh lever for growth in a category that has outpaced many traditional segments.
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The deal also responds to shifting cultural behaviour. Consumers have been spreading their drinking across smaller moments and alternative spaces, which suits the portability and flavour-driven appeal of a brand like BeatBox. In the American market this flexibility carries particular weight as drinking occasions move beyond bars and into homes and gatherings.
Streaming partnerships shape AB InBev’s broader strategy
While the BeatBox acquisition focuses on liquid expansion AB InBev has also been exploring new cultural touchpoints through its global partnership with Netflix as reported by the drinks business. The brewer describes the collaboration as an opportunity to engage drinkers while they watch content that shapes culture.
Marcel Marcondes AB InBev’s chief marketing officer told Fox News that appealing to audiences at home is “paramount and offers a glimpse into the future of not only how people socialise but when they choose to drink”. Streaming has become a modern meeting place drawing viewers together in living rooms or across different households.
Creating new moments for brands on screen
AB InBev and Netflix will work together on co-marketing linked to popular titles such as The Gentlemen from the UK Brasil 70 – A Saga do Tri from Brazil and Culinary Class Wars from South Korea. The brewer’s brands will appear through title integrations limited edition packaging and digital activations. Some Netflix productions will also feature product placement.
The agreement extends to advertising during Netflix’s 2025 live American football Christmas Game Day broadcasts and may include other sporting events including the 2027 Women’s World Cup.
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