AB InBev, the world's largest brewer, is quietly acknowledging a cultural turning point: people are not simply drinking differently, they are rethinking what drinking is for. By shrinking its packages and enriching its beverages with protein, the company is conceding that the old logic of volume and indulgence no longer holds the center of consumer desire. This is the story of an industrial giant learning to speak the language of moderation — and betting its future on the premise that wellness has become permanent, not fashionable.