World Cup revives America's drinking culture
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Fans drink beer at Atlanta Stadium on July 1, 2026, in Atlanta. Photo: Robert Cianflone/Getty Images
Maybe it's the penalty kick drama or the Scottish beer pressure. But the truth remains — Americans surely drank more during the 2026 FIFA World Cup.
Why it matters: The tournament is temporarily bucking the nationwide decline in alcohol consumption, spotlighting the social and economic impact of the global sporting spectacle.
Driving the booze: Bank of America CEO Brian Moynihan told Axios' Mike Allen at Axios DC House on Wednesday that World Cup host cities saw a sharp rise in brick-and-mortar spending spending over the last month, with "people going out to watch parties or bars" to catch games.
- Beer sales across the U.S. are up 5.5%, according to the D.C.-based Beer Institute, with 45% of tournament watchers planning to drink beer while watching matches.
- Before the tournament began, fans were expected to drink an extra 1 billion pints globally, according to a Financial Times report.
What they're saying: "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," says Brian Crawford, president and CEO of the Beer Institute.
- "Beer continues to be the drink fans choose to celebrate the moment and connect."
The big picture: The World Cup has been a smashing success story for the United States, complete with good vibes and a party atmosphere — with alcohol and food at the center.
- The games — leading up to Sunday's blockbuster final between Spain and Argentina — have been dramatic barnburners with late goals, surprising comebacks and historic feats.
Case in point: Scan the field of tourists and fans gathering for the World Cup, and you'll see evidence that bars are bustling and drinking culture is alive during the tournament.
- Stadiums have FIFA Fan Fest parties where fans can buy soda, beer, water, and party before entering the stadium.
- Scotland's Tartan Army drank Boston dry, leading to the Boston Beer Co. saying that they sold more beer than a typical four-day weekend. "We've never seen anything like it," Billy DeCain of the Sam Adams Boston Taproom told NBC Boston.
And some cities and states are actually changing their laws to account for some later last calls and looser rules around drinking.
- Drinking is even embedded into the games themselves as Michelob Ultra — one of the major sponsors of the tournament — awards the "Michelob ULTRA Superior Player of the Match" award to top-performing player.
Alcohol and beer, like soccer, transcends borders. Many countries have styles and variants of drinks representing their cultures.
- Three breweries in the host nations of U.S., Canada and Mexico came together to design a single recipe for a beer that represented all the countries, NPR reports. It mixes elements of a West Coast IPA with a Mexican lager.
- "It's about building bridges and knowing what's important in life," Ryan Frank, chief operating officer and brewmaster for Headlands, tells NPR. "And for us, that's soccer and beer."
The bottom line: Americans may still be drinking less overall, but the World Cup is giving the industry another round.
