{"id":142072,"date":"2026-02-12T10:22:46","date_gmt":"2026-02-12T09:22:46","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=142072"},"modified":"2026-02-12T10:22:47","modified_gmt":"2026-02-12T09:22:47","slug":"ab-inbev-mise-sur-une-annee-sportive-alors-que-la-consommation-de-biere-recule","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/ab-inbev-mise-sur-une-annee-sportive-alors-que-la-consommation-de-biere-recule\/","title":{"rendered":"AB InBev mise sur une ann\u00e9e sportive alors que la consommation de bi\u00e8re recule"},"content":{"rendered":"\n<p><strong>AB InBev<\/strong> d\u00e9fie le recul mondial de la consommation de bi\u00e8re gr\u00e2ce \u00e0 des marges plus \u00e9lev\u00e9es et \u00e0 des investissements marketing. Le plus grand brasseur mondial a vendu 2,3 % de bi\u00e8re en moins l&rsquo;ann\u00e9e derni\u00e8re, mais a n\u00e9anmoins d\u00e9pass\u00e9 les attentes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Moins de bi\u00e8re, plus de b\u00e9n\u00e9fices<\/h2>\n\n\n\n<p>Sur l&rsquo;ensemble de l&rsquo;ann\u00e9e 2025, AB InBev a vendu 561 millions d&rsquo;hectolitres de bi\u00e8re et d&rsquo;autres boissons, soit une baisse de 2,3 % par rapport \u00e0 2024. Les analystes tablaient en moyenne sur une contraction de 2,6 %. Le chiffre d&rsquo;affaires s&rsquo;est \u00e9lev\u00e9 \u00e0 59,3 milliards de dollars am\u00e9ricains (54,6 milliards d&rsquo;euros). L&rsquo;EBITDA a l\u00e9g\u00e8rement augment\u00e9 pour atteindre 21,2 milliards de dollars am\u00e9ricains (environ 19,5 milliards d&rsquo;euros).<\/p>\n\n\n\n<p>Le PDG Michel Doukeris se montre confiant : \u00ab Nous terminons l&rsquo;ann\u00e9e 2025 avec plus d&rsquo;\u00e9lan et d\u00e9marrons 2026 en position de force. \u00bb Au quatri\u00e8me trimestre, le volume a baiss\u00e9 de 1,5 %, mais le b\u00e9n\u00e9fice op\u00e9rationnel organique a augment\u00e9 de 2,3 %. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Chine contre Mexique<\/h2>\n\n\n\n<p>La Chine est le maillon faible : les volumes y ont baiss\u00e9 de 9 %, tandis que les concurrents locaux affichent de meilleures performances. La r\u00e9gion d&rsquo;Am\u00e9rique centrale, avec le Mexique comme point d&rsquo;ancrage, s&rsquo;impose en revanche comme un moteur de profit : le pays g\u00e9n\u00e8re pas moins de 27 % des volumes et plus de 40 % du b\u00e9n\u00e9fice d&rsquo;exploitation.<\/p>\n\n\n\n<p>Pour 2026, AB InBev r\u00e9it\u00e8re ses pr\u00e9visions d&rsquo;une croissance organique de l&rsquo;EBITDA de 4 \u00e0 8 %. Le groupe se montre ainsi plus ambitieux que <strong>Heineken<\/strong> et <strong>Carlsberg<\/strong>, qui visent une croissance des b\u00e9n\u00e9fices de 6 %. Heineken <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/heineken-supprime-jusqua-6-000-emplois-apres-une-annee-morose\/\">a annonc\u00e9 en d\u00e9but de semaine la suppression de 6 000 emplois.<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&rsquo;espoir repose sur la Coupe du monde de football<\/h2>\n\n\n\n<p>En 2025, AB InBev a investi 7,4 milliards de dollars am\u00e9ricains dans la vente et le marketing. Cela lui a permis de gagner ou de conserver des parts de march\u00e9 dans deux tiers de ses march\u00e9s. Le brasseur compense la baisse des volumes en Europe et en Am\u00e9rique du Nord par une croissance dans d&rsquo;autres r\u00e9gions et par une concentration accrue sur les boissons sans alcool et les bi\u00e8res haut de gamme. <\/p>\n\n\n\n<p>L&rsquo;entreprise s&rsquo;attend \u00e9galement \u00e0 b\u00e9n\u00e9ficier en 2026 de l&rsquo;effet d&rsquo;entra\u00eenement de grands \u00e9v\u00e9nements sportifs tels que le Super Bowl, les Jeux olympiques d&rsquo;hiver et la Coupe du monde de la FIFA. Les analystes tablent sur une modeste reprise mondiale des volumes de 0,4 % en 2026. Il s&rsquo;agirait de la premi\u00e8re croissance des volumes depuis 2022. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>AB InBev d\u00e9fie le recul mondial de la consommation de bi\u00e8re gr\u00e2ce \u00e0 des marges plus \u00e9lev\u00e9es et \u00e0 des investissements marketing. Le plus grand brasseur mondial a vendu 2,3 % de bi\u00e8re en moins l&rsquo;ann\u00e9e derni\u00e8re, mais a n\u00e9anmoins d\u00e9pass\u00e9 les attentes.<\/p>\n","protected":false},"author":5,"featured_media":142073,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[736,780],"people":[],"extra":[43],"company":[241],"topic":[266],"region":[],"class_list":{"0":"post-142072","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"tag-bier","10":"tag-biere","11":"extra-plus","12":"company-ab-inbev","13":"topic-resultats-financiers"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AB InBev mise sur une ann\u00e9e 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