World Cup Drives Beer Sales Surge in US Bars, Carlsberg Leads Global Brewers

During the 2026 FIFA World Cup, beer sales jumped 14% in U.S. host cities and rose 4% nationwide, prompting emergency deliveries at venues such as Boston’s Sam Adams Taproom. Jim Koch, CEO of Boston Beer Co., said staff were "pouring a Sam Adams Boston Lager every 12 seconds" as fans gathered with beers in hand.

Analysts say the tournament lifted Carlsberg’s volumes the most, with gains in the UK, France, Switzerland and Norway, while AB InBev’s upside was muted after Brazil’s early exit. Morgan Stanley now estimates a global beer‑sales uplift of 0.17 percentage points, down from an earlier 0.24‑point forecast, as early tournament upsets trimmed demand in larger markets such as Brazil, Germany and the United States.