World Cup beer sales are hopping. Brewers hope the stout demand outlasts the tournament
Summary
The World Cup 2026 has boosted beer sales in the United States, especially in cities hosting games, where bars and stadiums saw significant increases. However, beer sales have been falling globally over the past decade due to health concerns, economic worries, and changing social habits.Key Facts
- During six matches in Philadelphia, fans consumed 290,000 beers at the stadium.
- Beer sales rose 14% in U.S. World Cup host cities during the first four weeks compared to last year.
- National beer sales in the U.S. increased by 4% during the same period.
- Beer consumption in the U.S., Canada, and Europe has been declining steadily for about ten years.
- More people are drinking less beer and choosing health-focused beverages or cutting back on alcohol for health reasons.
- In 2025, 53% of Americans said drinking one or two drinks a day is bad for health, according to a Gallup poll.
- Economic concerns and competition from entertainment like smartphones and streaming services also reduce beer drinking.
- AB InBev, the official World Cup beer sponsor, increased marketing during the tournament.
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