World Cup beer sales are hopping. Brewers hope the stout demand outlasts the tournament
Beer sales rose 14% in U.S. host cities during the first four weeks, but brewers still face a decade-long consumption decline.
- Host cities saw beer sales rise 14% during the World Cup's first four weeks, while Philadelphia fans downed 290,000 stadium beers across six matches, according to the Beer Institute.
- Beer consumption has fallen steadily for a decade, according to the Brewers Association, as 53% of Americans now view daily alcohol consumption as unhealthy per Gallup polling.
- Brewers leaned heavily into this year's tournament, with AB InBev hosting 200,000 watch parties in 40 countries, while Molson Coors increased marketing spending by 60% during June and July.
- Shares in AB InBev and Constellation Brands tumbled after Mexico and Brazil were eliminated, as Maybell Romero, a law professor at Tulane University School, observed fans grew quiet and stopped going out.
- National Beer Wholesalers Association CEO Craig Purser remains optimistic about future growth, pointing to expanding occasions like the 2028 Summer Olympics in Los Angeles to draw consumers back.
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46 Articles
FIFA World Cup beer sales are hopping. Brewers hope the stout demand outlasts the tournament
In the U.S., beer consumption has fallen steadily for a decade, according to the Brewers Association, a trade group for craft brewers. Canada has seen a similar decline, according to the national statistics agency. The Brewers of Europe trade association says the story is the same in the European Union.
Beer consumption experiences a boom at the 2026 World Cup, but global sales fall - APDuring the 2026 World Cup in Philadelphia, fans drank 290,000 bottles of beer at the stadium. However, beer consumption in the United States is declining due to trend on health and economic problems.
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Associated Press News
World Cup beer sales are hopping. Brewers hope the stout demand outlasts the tournament
The World Cup has been a bonanza for beer in the United States. Bars in Boston reported needing emergency deliveries to keep taps from running dry on some game days.
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