Business Food and Drink; By Daphne Ewing-Chow,
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.
But increasingly, some of the industry’s biggest bets are not on traditional beer or liquor, but on products designed to recreate the social experience of drinking without intoxication.
The tournament comes at a time of profound change in global drinking habits. Gallup recently found that the percentage of Americans who drink alcohol has fallen to 54%, the lowest level in nearly 90 years, while a majority now believe even moderate drinking is harmful to health.