Ololade Adeyanju/
The 2026 FIFA World Cup is expected to trigger a record surge in global beer consumption, with analysts forecasting that football fans will drink an additional one billion pints during the tournament.
The projection comes as the world prepares for the biggest World Cup in history, with the expanded competition featuring 48 teams and 104 matches across the United States, Canada and Mexico.
According to a report by the Financial Times, citing research by investment bank, Jefferies, the tournament is expected to generate approximately 5.9 million hectolitres of additional beer sales worldwide, equivalent to around one billion pints.
Analysts estimate that the increase would translate into a 3 per cent rise in beer consumption during the 39-day tournament and a modest boost to annual global beer volumes.
The forecast represents a major opportunity for brewers at a time when the industry is facing pressure from rising costs, changing consumer habits and slowing alcohol consumption in several key markets.
The tournament is expected to be particularly beneficial for major international brewers, led by Anheuser-Busch InBev, FIFA’s official beer sponsor and owner of brands such as Budweiser, Corona and Stella Artois.
Industry observers also expect companies including Heineken and Carlsberg to benefit from increased demand during the competition.
Analysts attribute the anticipated sales surge partly to the tournament’s expanded format, which will feature 40 more matches than previous editions, creating more viewing occasions for supporters around the world.
Match scheduling is also expected to play a role. Many fixtures involving teams from Europe and the Americas will be played at times that are favourable for audiences in major beer-drinking markets, increasing the likelihood of fans gathering in bars, restaurants and homes to watch the action.
Beyond beer sales, economists expect the tournament to provide a broader economic boost through increased spending on travel, hospitality, retail and entertainment.
The World Cup, which runs from June 11 to July 19, is expected to attract millions of travelling supporters and one of the largest global television audiences ever recorded for a sporting event.
For the brewing industry, however, the biggest prize may be the unprecedented spike in consumption that analysts believe could make the 2026 tournament the most lucrative World Cup ever for beer sales.
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