World Cup Beer Sales

As America hosted the 2026 World Cup, fans packed bars, restaurants and stadiums to cheer on their teams… and beer was there for every goal, upset and championship celebration. Just like always.

The numbers say it all:

The World Cup drove an estimated 2 million incremental cases of beer sold in the on-premise nationwide over the course of the tournament.
On-premise beer sales in host markets rose +11.1% year-over-year. Nationally, on-premise sales rose +2.8% during the tournament.
Stadium concessions were the standout channel, up +24.5% in host markets.
The “watch party” effect was strongest in host cities. Bar and tavern sales rose +13.3% in host markets. Non-host markets also saw an impact as the bar/tavern channel increased +1.1% over the entire course of the tournament.
In counties closest to action, mainstream beer led all segments, generating an estimated 695,000 incremental cases, up +42.4%.