06/12/2026
As the world prepares for the 2026 FIFA World Cup, beer giants and beverage brands are pouring billions into what analysts say could become one of the alcohol industry’s biggest marketing moments in years. But beneath the sponsorships and hype, the tournament may also test whether the future of drinking culture is less alcohol, not more. Brewers and spirits companies are investing heavily across the United States, Canada, and Mexico ahead of FIFA’s expanded 48-team World Cup, betting the tournament can help revive growth after years of declining alcohol consumption, particularly among younger consumers.
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As the world prepares for the 2026 FIFA World Cup, beer giants are betting billions that the future of drinking culture may involve less alcohol, not more.