Big Alcohol Exposed by Movendi International

11/06/2026

Inside AB InBev’s World Cup Machine: How the World’s Largest Brewer Exploits Football to Maximise Alcohol Sales

The alcohol industry is turning the 2026 FIFA World Cup into the largest marketing offensive in the history of sports, and AB InBev is leading it. Behind the advertising sits a system that profiles consumers, targets promotions by their distance from a stadium, and delivers alcohol rapidly to the door at kickoff. The documented result of alcohol marketing at this scale is more alcohol use, more harm, and more exposure for children.

Taken apart, AB InBev’s World Cup marketing machine has eight working parts.

1. CLAIMING THE OCCASION
2. PROFILING EVERY CONSUMER
3. THE ADVERTISING BLITZ
4. ...

Read the full story and all insights here: https://bigalcohol.exposed/inside-ab-inbevs-world-cup-machine-how-the-worlds-largest-brewer-exploits-football-to-maximise-alcohol-sales/

The alcohol industry is turning the 2026 FIFA World Cup into the largest marketing offensive in the history of sports, and AB InBev is leading it. Behind the advertising sits a system that profiles consumers, targets promotions by their distance from a stadium, and delivers alcohol rapidly to the do...

08/06/2026

Alcohol Marketing Targets Our Children. It’s Time We Talked About It

Children recognise alcohol branding from age two and link alcohol with adult life by age four – and alcohol companies know and exploit that with insidious practices that are difficult for parents to notice.

In this opinion column, concerned mother and child rights and public health advocate Linda De Keyser combines that evidence with lived experience of alcohol marketing at her son’s football matches to make a compelling case for bans of alcohol advertising and sponsorship.

With Belgium’s proposed advertising rules falling short of what child rights require, and the FIFA World Cup bringing alcohol promotion to an estimated 1.7 billion children worldwide, Linda calls for a public reckoning that matches the urgency of the moment.

https://movendi.ngo/blog/2026/06/05/alcohol-marketing-targets-our-children-its-time-we-talked-about-it/

14/05/2026

Numbers Without Methods: Inside Euromonitor’s Uganda Illicit Alcohol Report

By Pierre Andersson Movendi International

The to***co and alcohol industries have been buying reports from Euromonitor for decades to receive figures that inflate the problem of illicit markets.

In this analysis, Pierre Andersson exposes the flawed methodology of a recent example of such reports. With the case example of a recent Euromonitor report on the illicit alcohol market in Uganda, Pierre explains why such reports are best understood as consultancy products commissioned by the alcohol industry with the strategic purpose of polluting the policy debate.

https://movendi.ngo/blog/2026/05/08/numbers-without-methods-inside-euromonitors-uganda-illicit-alcohol-report/

The to***co and alcohol industries have been buying reports from Euromonitor for decades to receive figures that inflate the problem of illicit markets. In this analysis, Pierre Andersson exposes the flawed methodology of a recent example of such reports. With the case example of a recent Euromonito...

08/05/2026

How Big Alcohol Is Using the 2026 World Cup to Push Young People Back to Alcohol

Big Alcohol corporations are turning the 2026 FIFA World Cup into the largest alcohol marketing operation in the history of sport. For instance, Diageo, AB InBev and Ambev are using the tournament as their main lever to push back against a structural decline in alcohol use – and their first quarterly results of 2026 suggest the strategy may already be working.

This Big Alcohol Exposed story covers:
- HOW BIG BOOZE ATTEMPTS TO CLAW BACK GENZ
- DIAGEO SALES DECLINE BUT WORLD CUP OFFSETS THE SLUMP
- AMBEV AND AB INBEV: CARNIVAL FIRST, WORLD CUP NEXT
- A GLOBAL ALCOHOL MARKETING PUSH
- THE PUBLIC HEALTH COST OF A MANUFACTURED DEMAND SURGE

Read the full story: https://bigalcohol.exposed/how-big-alcohol-is-using-the-2026-world-cup-to-push-young-people-back-to-alcohol/

Big Alcohol corporations are turning the 2026 FIFA World Cup into the largest alcohol marketing operation in the history of sport. For instance, Diageo, AB InBev and Ambev are using the tournament as their main lever to push back against a structural decline in alcohol use – and their first quarte...

04/05/2026

Heineken secretly operated in Iran for seven years – and never disclosed the investment in a press release or annual report. The revelation, uncovered by Follow the Money, follows a pattern of concealment that mirrors the brewer’s conduct in Russia, where it launched 61 new products while publicly pledging to leave the country

Read more: https://bigalcohol.exposed/heinekens-ghost-operation-how-the-worlds-second-largest-brewer-hid-a-seven-year-investment-in-iran/

02/05/2026

Sindcerv, the Brazilian beer industry’s main lobby group, is pushing to anchor the rates of Brazil’s new alcohol tax at low levels. Its claim that Brazilian beer is “among the most heavily taxed in Latin America” is contradicted by WHO data: at 2.28%, the excise tax share on Brazilian beer is the lowest in the Region of the Americas.

Read more : https://bigalcohol.exposed/brazil-beer-industry-says-brazilian-beer-is-heavily-taxed-its-actually-the-lowest-in-the-americas/

14/04/2026

Danish Investigation Exposes Carlsberg’s Predatory Targeting Of Young People In Cambodia

A Danish investigation by Danwatch has exposed how Carlsberg is intensifying efforts to target young people in Cambodia, a market projected to grow more than 118% to over $2.4 billion by 2033. The findings reveal that Carlsberg’s 2024 launch of “Angkor Sky” utilised youth-centered marketing strategies, including TikTok dances, football scenes, and young influencers in their early twenties who resemble K-pop stars.

In the article, Maik Dünnbier identifies these tactics as designed to appeal to younger audiences, including minors, by using “good vibe” storytelling and aesthetics that resonate with youth culture.

With 25.8% of youth aged 15 to 19 already engaging in heavy episodic alcohol use, health advocates emphasise that these predatory practices undermine people’s health and development, requiring urgent public health action to protect children’s rights and the common good.

Read the full story on our News Center: https://movendi.ngo/news-stories/danish-investigation-exposes-carlsbergs-predatory-targeting-of-young-people-in-cambodia/

A Danish investigation by Danwatch has exposed how Carlsberg is intensifying efforts to target young people in Cambodia, a market projected to grow more than 118% to over $2.4 billion by 2033. The findings reveal that Carlsberg’s 2024 launch of "Angkor Sky" utilised youth-centered marketing strate...

13/04/2026

On Saturday, we had great fun hanging out with the members of Movendi Sweden. We participated in the Movendi Sweden South-East District Annual Meeting in Norrköping. And we really enjoyed being part of the “inspiration exhibition” they organised. So many awesome activities, projects, and campaigns!

For Big Alcohol Exposed, it was a wonderful opportunity to showcase the work we do with people from around the world, monitoring, documenting, exposing, and counter-acting Big Alcohol and the predatory practices alcohol companies deploy to maximise their profits and cause harm to people, communities, and the planet.

We also had the chance to engage with participants and share information about the upcoming World Congress meeting in Slovenia.

A big thank you to Movendi Sweden South-East for the invitation and for creating such an inspiring space for collaboration and dialogue.

07/04/2026

The Scottish beer company BrewDog promised to plant three million trees on a Scottish Highland estate and declared itself “carbon negative.” Half the saplings died, the peatlands were damaged, the advertising regulator ruled the claims misleading – and the company quietly sold the estate before collapsing into administration.

Read more: https://bigalcohol.exposed/brewdogs-lost-forest-how-a-carbon-negative-pledge-became-an-environmental-liability/