The 2026 FIFA World Cup is projected to add one billion pints to worldwide beer consumption. This would offer relief to an industry facing falling sales and changing consumer trends, according to research from US investment bank Jefferies.
The tournament runs from June 11 to July 19 across the United States, Canada and Mexico. It is expected to increase global beer volumes by 568 million liters, a 0.3% rise for the year. Jefferies analysts stated: “After five successive years of volatility, beer should be better in 2026.”
The expanded format contributes significantly. With 104 matches instead of 64 in Qatar, the event is roughly 62% larger, lasts 39 days rather than about 32, and includes 48 teams instead of 32. More games create additional drinking occasions, mainly in bars and pubs. Off-trade sales at supermarkets for home use are forecast to stay largely unchanged.
