Cheers to Farmers UK Event

Hosted as part of BBG's Cheers to Farmers initiative, the event highlighted the critical role growers and suppliers play in producing high-quality beer while helping protect the natural resources and farming communities on which the industry depends. It also provided an opportunity to discuss how AB InBev's recently announced 2030 Sustainability Goals will further support for farmers across its agricultural supply chain.

Beer is brewed from simple, natural ingredients – water, barley, hops, and yeast – but behind every pint lies a complex agricultural system shaped by ecosystems, soil health, and local expertise. As challenges such as extreme weather, water stress and changing growing conditions continue to affect agriculture, collaboration across the value chain is increasingly essential. From growers and maltsters to brewers and technology partners, the future resilience of beer depends on working together to support thriving farms and productive landscapes.

"Great beer starts in the field," said Graeme Hamilton, Regional Sourcing Director at AB InBev. "The farmers who grow our ingredients are at the heart of everything we do. Their expertise, commitment and resilience help make our beers possible, which is why supporting farmers and their communities remains central to our approach."

Building on the success of its 2025 Sustainability Goals, including supporting 100% of its direct farmers annually, AB InBev recently announced its 2030 Sustainability Goals, which place agriculture at the center of the company's sustainability strategy.

Through these ambitions, AB InBev aims to continue to skill, connect and financially empower 100% of its direct farmers, while also expanding its efforts to support 100% of its malt suppliers to do the same with the farmers in their supply chains. By working more closely with suppliers and growers across the value chain, the company aims to extend the reach of proven solutions and strengthen agricultural resilience at scale.

In the UK, this commitment is reflected in BBG's farmer-centric approach to sourcing. The brewer works closely with growers, maltsters and suppliers to understand local challenges and develop tailored solutions that strengthen local agricultural resilience. Today, 100% of the malt and corn used in BBG’s UK breweries is sourced from the UK, helping to support regional supply chains and reducing exposure to global disruption.

At the event, BBG and its partners also highlighted the important role technology, innovation and collaboration will play in helping farmers navigate emerging agricultural challenges.

Together with suppliers, researchers and innovation partners, the company is advancing practical solutions that can help improve productivity and resilience, including improved barley varieties, digital agronomy tools, soil health initiatives, water management and climate adaptation. Collaborative pilots with partners demonstrate how innovation can help farmers respond to challenges such as drought, crop quality pressures and long-term supply security, all while protecting the natural resources on which agriculture depends.

By working across its agricultural value chain, BBG and its partners are focused on delivering shared outcomes for both farming communities and nature.

This includes supporting positive outcomes in water stewardship, greenhouse gas emissions, biodiversity, soil health and farmer livelihoods. Through stronger collaboration, wider adoption of innovation and continued investment in farmer support, the company aims to help build a more resilient local agricultural system that benefits growers, local communities and the environment alike.

Hamilton added: “Cheers to Farmers is first and foremost about recognising the people behind every pint. As we look toward 2030, our ambition is to deepen support for farmers, work more closely with suppliers and continue investing in the innovation that can help agriculture thrive. By working together, we can create lasting benefits for farming communities, strengthen local supply chains and safeguard the future of brewing for generations to come."