US beer sales skyrocket during the World Cup
World Cup fever has given the US brewing sector a significant spike in its beer sales with its host nations assisting in boosting business.
According to data from the Beer Institute, on-trade venues including restaurants, pubs, bars and taprooms have already witnessed a 15.4% rise in beer sales in host nations during the 2026 FIFA World Cup.
‘Beer continues to be the drink fans choose’
As supporters from all around the world gather to support their teams, US beer has been leading the celebration with the Beer Institute having revealed that on-trade beer sales across the US are up 5.5%.
Beer Institute president and CEO Brian Crawford said: “This is more than a soccer tournament. It is a global event where people from all over the world come together at bars, stadiums and in living rooms to cheer on their home countries over a cold beer.”
Crawford explained that “beer continues to be the drink fans choose to celebrate the moment and connect”.
The arrival of the World Cup has come at an opportune time, since the beer sector has endured years of declining volumes. As such, the tournament has given the hospitality industry that supports it an extra reason to remain positive, especially in locations hosting watch parties and screening matches for fans.
Draught sales have more than doubled
According to The Beer Institute, beer sold on draught is extremely popular among sporting fans and host markets have reported a 14.21% increase in draught keg depletions per tap line, which is more than double the 6.21% growth that was felt in non-host regions.
Despite this, the data has indicated that even states without World Cup matches are seeing a lift, with total beverage revenue rising somewhere between 1% and 3% as supporters have gathered in local sports bars to watch the games.
Packaged beer, in bottles and cans, in host states has also posted a 19.2% increase in sales. Plus, beer sales in stadiums have risen 22%. Despite the price of beer in stadium being at a premium, with stadium prices reaching US$15–US$20, the arenas have done well even though many consumers from across the globe are more used to paying lower prices elsewhere.
Massachusetts, Boston, California and Philadelphia
Massachusetts has seen that, during the opening weeks of the tournament, bars and restaurants in the state recorded approximately a 27.5% increase in sales. Additionally, venues across Boston saw sales bolstered by Scotland’s supporters visiting and demand reportedly became so intense that locations such as the Sam Adams Downtown Taproom had to bring in emergency weekend beer shipments to keep up with the demand.
Looking across the US, the data showed that California has also enjoyed a strong tournament thanks to matches at SoFi Stadium and Levi’s Stadium. Plus, on-trade beer sales in the state have been revealed to be up 17.9%.
Similarly, supporters across Philadelphia, while attending six World Cup matches, managed to consume more than 290,000 beers while out celebrating. The Beer Institute noted that, with more games to come, the World Cup is showing that sports are serious about their beer and the matches still to come will continue to be a significant business driver for the sector.
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