World Cup Lifts U.S. Host-City Beer Sales 14% as Philadelphia Fans Buy 290,000 Stadium Beers
Updated
Updated · ESPN · Jul 17
World Cup Lifts U.S. Host-City Beer Sales 14% as Philadelphia Fans Buy 290,000 Stadium Beers
3 articles · Updated · ESPN · Jul 17
Summary
Beer sales in U.S. World Cup host cities rose 14% in the tournament’s first four weeks from a year earlier, while national sales increased 4%, according to the Beer Institute.
290,000 stadium beers were sold across six matches in Philadelphia, and Boston Beer said Scotland fans forced two emergency deliveries to its Boston taproom after opening-day demand surged.
That boost comes against a weak backdrop: U.S. beer consumption has declined for a decade, with consumers shifting toward wellness drinks and 53% of Americans now saying one or two drinks a day is unhealthy.
Brewers pushed hard to capture the moment—AB InBev backed 200,000 watch parties in 40 countries, while Molson Coors raised June-July marketing spending 60% from last year.
The tournament ends Sunday in New Jersey, but the sales lift may prove temporary after Mexico and Brazil exits helped send AB InBev and Constellation Brands shares lower.