The 2026 FIFA World Cup is already proving to be good business for beer.

Across the country, bars and restaurants have seen beer sales climb 5.5 percent over the past two weeks as fans packed watch parties, filled neighborhood bars, and turned match days into all-day events. New figures released by the Beer Institute on June 26 show the biggest gains have landed where the tournament is being played. In markets hosting World Cup matches, on-premise beer sales jumped 15.4 percent during the group stage.

The difference between host markets and the rest of the country has been hard to miss.

While beer sales nationally moved higher, states hosting the tournament’s 11 stadiums pulled well ahead in draft pours, packaged beer sales, and overall beverage revenue. The tournament atmosphere appears to be creating a surge that reaches far beyond the stadium gates.

California has been one of the strongest examples so far, posting a 17.9 percent year-over-year increase in on-premise beer sales during the opening two weeks of competition. Bars, brewery taprooms, and restaurants in major viewing areas have all benefited from the crowds.

And the numbers are showing that consumer tastes are shifting a bit too.

Locations catering to international visitors are reporting stronger demand for lighter, more globally familiar beer styles. At Samuel Adams’ downtown Boston taproom, sales reportedly reached four times normal volume during peak match periods, with international-style light lagers outselling IPAs by margins as high as seven to one.

The results line up with what the Beer Institute expected heading into the tournament. In a survey conducted before kickoff, 67 percent of people planning watch parties said beer would be their beverage of choice over wine or spirits. More than half of tournament viewers across age groups also named beer as their preferred drink for watching matches socially.

Not everything has been a win for fans. Stadium beer prices, often running between $15 and $20, have generated complaints from some international visitors. But outside the venues, neighborhood bars, local restaurants, and outdoor viewing events continue drawing heavy crowds as the tournament moves into the knockout rounds, where attention and spending traditionally climb even higher.

###

And while we’re at it, there’s this…

Coors Light Beer Goes All In For Major League Soccer This Summer

Best Beer Swag: This Miller Lite Soccer Ball Holds a 12-Pack

Soccer Stars and Hollywood Collide in Michelob Ultra’s “Superior Match” Beer Ad