2026 World Cup to Drive Record Beer Sales in Host Cities

Beer sales in Mexico and host cities for the 2026 FIFA World Cup are projected to rise, following patterns from past tournaments where volumes grew 2.5% to 9.9% in host cities. A Barclays study forecasts gains in premium and non-alcoholic categories. The event, spanning June 11 to July 19 across 16 cities in the United States, Canada and Mexico, could mark the largest in history with 104 matches and 6.5 million spectators, nearly double the 1994 US record.

Past World Cups drove beer volume surges in host cities. In South Africa 2010, volumes rose 6.1% during the tournament after 0.4% growth beforehand. Brazil 2014 saw a 6.1% rebound in host cities after a 6% pre-tournament drop, with AB InBev sales up 140 million liters. Russia 2018 posted 2.5% growth following a 4.7% decline, and Qatar 2022 hit 9.9% during matches despite an 8.8% pre-event rise and alcohol restrictions.

“The volume of beer and the increase in revenues from World Cups have consistently driven a strong increase in beer consumption in host cities, far exceeding pre-tournament trends,” Barclays strategists wrote. The tournament's summer timing in high-consumption months adds to the opportunity. “This is a clear signal of the scale and opportunity this event represents,” they added.

North American hosts rank among the Top 15 global beer consumers per capita. Of the 20 leading per capita consumers, 14 have qualified, potentially rising to 16 with Poland and Italy by March 2026. “The combination of large venues, regulatory boosts and greater fan participation creates a perfect context for beer sales growth,” the strategists stated.

Premium and zero-alcohol segments stand to gain. “The World Cup not only boosts beer volumes, but transforms how and what people drink. Fans increasingly opt for premium and craft brands during high-engagement matches, as a special or celebratory occasion,” Barclays noted. Brands like Heineken 0.0 and Budweiser Zero see demand in Europe and North America.

Analysts project global organic volume growth of 1.1% for companies like Anheuser-Busch InBev in 2026, but hosts could exceed that. Firms with North American presence, including ABI and Heineken, may see lifts in the second and third quarters.

Challenges counter optimism. In the United States, Mexican brands like Corona and Modelo face sales declines amid shifting habits, immigration concerns and tariffs, as previously reported by MBN. Constellation Brands, US licensee for Modelo Especial, Corona Extra and Pacífico, cut its fiscal year-end February 2026 outlook to a 2%-4% sales drop from 3% growth, or 4%-6% organic net sales decline. Pedro Yedra, business intelligence director, Tecnológico de Monterrey, said the US market shift signals long-term cooling for Mexican imports.

As of Aug. 31, Constellation's beer net sales fell 7%, shipments dropped 8.7%, Modelo Especial declined 4% and Corona Extra 7%. Surveys show 80% of Hispanic consumers worry about the socioeconomic environment, 70% about finances. This cuts social gatherings and convenience store buys.

Heineken, handling Dos Equis, Tecate and Sol, and Molson Coors report volume contractions. US per capita consumption trends lower overall. Aluminum tariffs raise costs, prompting pricing reviews.

Regulatory risks also loom in Mexico. Jesús Sesma, Green Party Coordinator in Mexico City’s Congress, proposed reforms to the Law for the Celebration of Public Shows, Outdoor Advertising Law and federal General Health Law. These target alcohol and unhealthy food ads at sports events.

“Our legislative proposal is committed to strengthening the human right to public health and arises as a political act of responsibility to the public, with a focus on the best interests of children and adolescents,” Sesma stated.

He highlighted contradictions in sports marketing. “When we attend or watch sports or public events, we are not only witnessing entertainment, we are also receiving messages that associate these experiences with brands promoting beer, sugary drinks, salty snacks, and high-fat foods.”

Sesma noted advertising's role in habits. “The sale and promotion of junk food, alcoholic beverages, and sugary drinks have become a staple of stadiums, courts, tournaments, and even sports broadcasts, which are saturated with ads that normalize these products.”

The initiatives, if passed, would limit ads in Mexico City and potentially nationwide.