Overview of the Upcoming World Cup’s Impact on Beer Consumption
The upcoming FIFA World Cup in 2026, to be held across the United States, Canada, and Mexico, is expected to see beer sales surpass previous tournament records. This growth is anticipated in both volume and revenue for brewers, thanks to the tournament’s massive scale and popularity.
Historical Context of World Cup Impact on Beer Consumption
Previous World Cups have consistently boosted beer consumption in host cities. For instance, the 2010 World Cup in South Africa saw a mere 0.4% increase in beer volume before the tournament, but this figure skyrocketed to 6.1% during the event. Similarly, the 2014 World Cup in Brazil reversed a 6% decline in beer consumption before the tournament, leading to a 6.1% increase.
The 2018 World Cup in Russia also witnessed a recovery in beer sales, with volumes rising 2.5% during the tournament despite a 4.7% drop before it.
The Unique Opportunities of the 2026 World Cup
The 2026 World Cup is projected to be the largest in history, featuring 104 matches across 16 cities in three countries. With an estimated 6.5 million spectators—nearly double the previous record set by the 1994 USA tournament—the event promises substantial beer sales.
Barclays strategists highlight that the tournament’s timing, occurring during peak summer months, further amplifies these prospects.
Growth in Premium and Alcohol-Free Beer Segments
Beyond overall volume growth, the 2026 World Cup is expected to drive demand for premium and alcohol-free beer segments. Barclays’ study, “What if the 2026 FIFA World Cup Boosted Beer Sales in America?”, predicts this trend.
Consumers are increasingly opting for premium and craft beers during high-profile matches, treating these games as special occasions. Moreover, alcohol-free beer is gaining traction, with brands like Heineken 0.0 and Budweiser Zero experiencing high demand in Europe and North America.
Geographical Advantage for Brewers
The geographical reach and football’s popularity in the host countries—USA, Mexico, and Canada—all rank among the top 15 beer-consuming nations globally. Fourteen of the world’s top 20 per capita beer consumers have already qualified, with Poland and Italy potentially joining them.
This wide representation of major beer-consuming markets presents a favorable context for brewers, according to Barclays strategists.
Projected Sales Growth
While analysts forecast a global organic volume growth of around 1.1% for brewers like ABI and Heineken in 2026, the host countries could see significantly higher increases due to the World Cup’s impact.
Key Questions and Answers
- What makes the 2026 World Cup unique for beer sales? Its massive scale, with 104 matches across three countries, and timing during peak summer months.
- How has beer consumption changed during previous World Cups? Volumes have consistently increased in host cities, with notable examples being the 2010 and 2014 World Cups.
- Which beer segments are expected to grow during the 2026 World Cup? Premium and alcohol-free beers, driven by changing consumer preferences.
- Why are the host countries (USA, Mexico, Canada) advantageous for brewers? They represent a significant portion of the world’s largest beer-consuming markets.
