Analysts have predicted a record number of beers consumed at the 2026 World Cup
The expansion of the 2026 FIFA World Cup to 48 teams will contribute to an increase in beer consumption by 1 billion pints. This was reported by the Financial Times (FT) newspaper, citing analysts.
"Football fans are projected to drink 1 billion more pints of beer during the World Cup, which will be a much—needed boost for the struggling brewing industry, which is struggling with cost inflation, sluggish demand and fears that it is stuck in long-term decline," the publication says.
According to the FT, the additional sales volume for the 39 days of the tournament will amount to about 0.3% of annual consumption, which corresponds to about 5.9 million hectoliters.
It is noted that the tournament takes place in countries with a high level of beer consumption — the USA, Canada and Mexico. In addition, the start time of the matches will also affect sales: the games are scheduled for the hours of maximum beer consumption — from 17:00 to 23:00. The FT pointed out that the main benefits will be received by large beer companies with a strong presence in the host countries of the tournament.
The International Football Federation (FIFA) announced on June 6 that fans are allowed to carry plastic water bottles to the 2026 World Cup matches. FIFA Chief Operating Officer Heimo Shirgi clarified that at the same time, the carrying of rigid plastic containers and reusable bottles will remain prohibited.
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