The expansion of the 2026 FIFA World Cup to include 48 teams is projected to drive a significant surge in beer consumption, with an estimated increase of one billion pints. This insight comes from analysts cited by the Financial Times (FT).
“It is anticipated that football fans will consume an additional billion pints of beer throughout the World Cup, offering a much-needed boost to the struggling brewing industry. This sector has been grappling with rising costs due to inflation, sluggish consumer demand, and concerns about a prolonged period of decline,” the publication states.
According to the FT, this extra volume of sales over the 39-day tournament will represent approximately 0.3% of annual consumption, equating to roughly 5.9 million hectoliters.
It is noteworthy that the tournament is being hosted in countries with high beer consumption rates: the United States, Canada, and Mexico. Furthermore, the timing of the matches will also impact sales, as games are scheduled during peak beer-drinking hours, specifically between 5:00 PM and 11:00 PM. The FT highlighted that major brewing companies with strong established presences in the host nations are expected to reap the most substantial benefits.
On June 6th, the International Federation of Association Football (FIFA) announced that supporters will be permitted to bring plastic water bottles into the 2026 World Cup matches. FIFA’s Chief Operating Officer, Heimo Schirgi, clarified that, however, rigid plastic containers and reusable bottles will continue to be prohibited.
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