June 29, 2026

FIFA World Cup Drives Unprecedented On-Premise Lift

The FIFA World Cup 2026 is delivering outsized beverage-alcohol sales growth nationwide, with on-premise venues in the 11 host states recording 14.21% year-over-year keg increases versus 6.21% in non-host states, according to BeerBoard data.

Western host markets (Seattle, San Francisco, Los Angeles) led all regions in beer growth, with bottle volume gains of +33.54% and revenue increases of +19.67%. Overall revenue increased 12.07% in host states versus 2.99% nationally.

Michelob Ultra, the official World Cup beer, claimed top volume and revenue share with the strongest YoY gains. Notably, spirits-based RTD canned cocktails (Surfside, High Noon, Sun Cruiser) also ranked among top package share gainers. Stadium concessions surged 21.7%, while consumer research shows beer leading beverage purchases at 52% of World Cup viewers.

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As fans flock to bars and restaurants, overall on-premise sales have surged 15.4% in FIFA World Cup host markets. 

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