If there is one thing the FIFA World Cup does almost as well as world-class soccer, it is filling bars with soccer fans. And as supporters from all around the world gather to cheer on their favorite teams, America’s hospitality industry is seeing a welcome boost, with beer leading the celebration.

Beer sales in the U.S. are experiencing a massive surge due to the 2026 FIFA World Cup, reversing a decade-long slump in domestic beer consumption. Driven by watch parties and international tourists, on-premise beer sales (think taprooms, bars and restaurants)  grew by 5.5% nationwide, with much higher spikes in cities hosting the tournament.

The Beer Institute released data showing that while the entire country is seeing a lift, the 11 U.S. host markets are significantly outpacing non-host regions.

“This is more than a soccer tournament. It is a global event where people from all over the world come together at bars, stadiums and in living rooms to cheer on their home countries over a cold beer,” said Beer Institute President and CEO Brian Crawford. “Beer continues to be the drink fans choose to celebrate the moment and connect.”

Regional Highlights

• Massachusetts: Bars and restaurants recorded an approximate 27.5% increase in sales during the opening weeks. In Boston, Scottish fans famously drank the Samuel Adams Boston Taproom completely dry in a single night.
• California: Driven by matches at SoFi Stadium and Levi’s Stadium, on-trade beer sales jumped 17.9% year-over-year during the first two weeks.
• Philadelphia: Soccer fans collectively consumed more than 290,000 beers across just six tournament matches.
• Texas: Establishments in Dallas reported placing emergency beer orders after fans from England, Croatia, and Mexico rapidly depleted local stocks.

Winning Beverage Categories

The tournament has sparked fierce competition among beverage giants. According to market data from Circana:

• Import Brands & Mexican Lagers: Brands owned by Constellation Brands like Modelo Especial and Corona Extra saw strong demand, particularly among Hispanic consumers and viewing events in major metros.
• Nonalcoholic Beer: Outpaced traditional domestic beer growth, surging 10.9% during the tournament’s first full week, compared to just 2.2% for domestic options.
• The Competition: Premixed, ready-to-drink (RTD) cocktails posted the largest single-category spike with a 25.4% increase, while Diageo—the first-ever spirits company to partner with FIFA—aggressively pushed tequila and liquor brands at off-stadium events

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And while we’re at it, there’s this…

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