Beer consumption is booming at the 2026 World Cup, but global sales are falling - AP
Kyiv • UNN
During the 2026 World Cup in Philadelphia, fans drank 290,000 bottles of beer at the stadium. However, beer consumption in the US is declining due to the health trend and economic problems.
The FIFA World Cup has become a real boom for beer in the USA. Bars in Boston reported needing emergency deliveries to prevent taps from running dry on some match days. According to FIFA organizers, fans drank a total of 290,000 bottles of beer at the stadium over six matches in Philadelphia, UNN reports citing AP.
Details
"But all this foam hides a cold reality: beer sales worldwide are struggling, and it is unclear whether the FIFA World Cup can change this trend, despite the fact that this year three countries and 16 cities are co-hosts," the publication says.
In the USA, as noted, beer consumption has been steadily declining for ten years, according to data from the Brewers Association, a trade group for craft brewers. In Canada, a similar decline is observed, according to the national statistical agency. The trade association "Brewers of Europe" claims the situation is similar in the European Union.
Consumers are buying less regular beer and more wellness drinks
Many consumers are cutting back on alcohol for health reasons. Last year, for the first time in Gallup polls, a majority of Americans – 53% – said that drinking "one or two alcoholic beverages a day" is harmful to health.
Although sales of non-alcoholic beer have grown, they still account for only about 1% of the US market, according to the Beer Institute, a trade group for brewers.
Economic problems have also negatively impacted sales. Consumption of all types of alcohol in the USA, including wine and spirits, fell by 5% last year, partly due to affordability concerns, according to research firm IWSR. Craig Purser, president and CEO of the National Beer Wholesalers Association, said he believes smartphones and Netflix have distracted consumers from socializing with friends over a cold beer.
"If we sit at home and don't spend time with other people, it will affect beer consumption," Purser said.
Cities that hosted the World Cup saw an increase in beer sales
The FIFA World Cup attracted fans from around the world who came to support their national teams and share in their joy or sorrow.
According to the Beer Institute, in the first four weeks of the tournament, beer sales in bars, restaurants, stadiums, and other venues in US host cities increased by 14% compared to the same period last year. The growth extended beyond the host cities; according to the institute, sales rose by 4% nationwide.
Jim Koch, brewer, founder, and CEO of Boston Beer Co., which produces Samuel Adams beer and other brands, said that on the first day of the arrival of Scottish fans, the company had to make two emergency deliveries of beer to their Sam Adams Boston Taproom bar.
"At one point, we were pouring them a round of Sam Adams Boston every 12 seconds. What a wonderful group of people," he said.
But that is not the only thing that warmed Koch's heart.
"I didn't see a single soul sitting on their phone," he said. "They had beer, and they were talking to each other. They were doing what beer is meant to do – help people enjoy each other's company."
The heavy drinking at stadiums was a stark contrast to the FIFA World Cup held four years ago in Qatar, where the government banned the sale of alcoholic beer at stadiums.
This year, brewers actively engaged in preparations for the tournament. AB InBev, the maker of Budweiser and Michelob Ultra, which is the official beer sponsor of the World Cup, provided marketing support to bars and organized 200,000 viewing parties in 40 countries.
Molson Coors said it would spend 60% more on marketing in June and July than last year; it also introduced a limited-edition soccer ball that holds 12 cans of Miller Lite.
Upcoming major sporting events give the US beer industry hope
Pourser still hopes that the FIFA World Cup will remind people how much they love to gather together and cheer for athletes, especially ahead of the 2028 Summer Olympics in Los Angeles. According to him, the occasions for holding matches are expanding; for example, college and professional American football games are now more often held on weekday evenings. And the beer consumer base is also expanding, as more and more brands are releasing low-alcohol and non-alcoholic versions, he added.
In May, the NCAA lifted its long-standing ban on alcohol advertising during "March Madness," allowing beer, wine, spirits, and hard seltzer producers to sponsor college basketball tournaments for the first time starting next season.
Koch of Boston Beer Co. said he is not worried about that.
"People worry that the beer business declined a few years ago, and I always remind them that beer has been part of human society, human civilization for 10,000 years," he said.