World Cup Will Be ‘Make or Break’ for Alcohol Industry, CNN Says

A New York FIFA World Cup 26 Michelob ULTRA advertisement in a window of a restaurant on May 31 in Midtown Manhattan in New York, NY. Michelob ULTRA is official beer sponsor of the FIFA World Cup 26. (Photo by Erica Denhoff/Icon Sportswire) (Icon Sportswire via AP Images)

In an article published Monday, CNN framed the 2026 FIFA World Cup as a potential “make or break” moment for the alcohol industry, which is grappling with slowing consumption and shifting drinking habits in key markets.

The tournament, which will span more than 100 matches across the United States, Canada and Mexico, is expected to drive a short-term boost in sales for beer, wine and spirits companies that rely heavily on major sporting events to lift demand.

A large portion of that expectation is tied to the United States, where alcohol consumption has been under pressure.

“The alcohol business in the United States is struggling more than in virtually any other part of the world,” Rabobank beverage analyst Bourcard Nesin told CNN. “We’re seeing dramatic declines in consumption that aren’t taking place elsewhere.”

The World Cup has traditionally been one of the biggest global marketing opportunities for alcohol brands, and companies are again investing heavily in sponsorships, advertising and on-the-ground promotions tied to the tournament.

But this year’s edition arrives at a challenging moment for the industry.

CNN reported that major producers, including Anheuser-Busch InBev, Heineken, Molson Coors and spirits giant Diageo, are all increasing spending around the event as they attempt to counter a broader downturn in alcohol sales.

Diageo in particular is facing pressure in its largest market. The company recently reported a 9% decline in North American revenue and a 15% drop in U.S. spirits sales.

Still, the company sees the tournament as a major opportunity. Diageo is serving as FIFA’s first-ever official spirits sponsor, giving its brands exclusive pouring rights at stadiums and official fan festivals during the competition.

Executives have described tequila and whiskey as particularly strong categories among soccer fans, and the company plans to focus its marketing on Buchanan’s Scotch Whisky, Don Julio 1942 and Casamigos.

Last week, Diageo announced it would be docking a megayacht off the coast of Manhattan for the World Cup. The 200-foot ship will be something of an event space from July 13-19. You can read more about that here.

Beer companies are also betting on the World Cup to drive traffic to bars and restaurants, which are expected to be key gathering points during matches.

Anheuser-Busch InBev, FIFA’s long-time beer partner, is shifting marketing emphasis toward Michelob Ultra, one of its strongest-performing brands. The company is also increasing promotional activity in bars ahead of the tournament. In total, Anheuser-Busch is reportedly spending $110 million on the World Cup.

Heineken, meanwhile, is boosting its bar-focused marketing spend significantly, while Molson Coors is increasing advertising tied to soccer and promoting both its beer portfolio and its non-alcoholic Coors 0.0% brand.

Industry analysts say the World Cup typically provides a short-term lift in alcohol sales, particularly for beer, as fans gather to watch matches in social settings.

“This is a Super Bowl that lasts a month,” Rabobank’s Nesin said, according to CNN.

However, analysts also caution that any boost is likely to be temporary. While the tournament may increase consumption during the event, it is not expected to reverse longer-term trends of declining alcohol demand in several key markets.

“The World Cup could lead to a transitory bump in demand, but will do little to change long-term trends,” BNP Paribas analyst Kevin Grundy said, per CNN.

Non-alcoholic beer is also expected to play a growing role during the tournament, reflecting broader industry shifts. IWSR data shows alcohol-free beer volumes rose 15% last year, as more consumers reduce or eliminate alcohol consumption.

Even with heavy investment from global brands, the underlying challenge remains unchanged: whether a month of global sporting attention can offset structural declines in drinking habits across major markets.