Vinetur, 17-06-2026
Sponsors are pushing beer, tequila and Champagne across three host countries with fewer restrictions than in Qatar
The 2026 FIFA World Cup is shaping up to be a major commercial stage for beer, spirits and wine, as matches across the United States, Canada and Mexico create a broad marketing opportunity for drinks companies after the alcohol restrictions that defined the 2022 tournament in Qatar.
Industry groups and analysts see the monthlong event as a rare chance to reach consumers across three large markets at once, even as drinking habits shift. Gallup said last year that the share of U.S. adults who drink alcohol had fallen to 54%, the lowest level in roughly 90 years. That backdrop helps explain why some of the biggest sponsors tied to the tournament are putting nonalcoholic products at the center of their campaigns.
AB InBev, FIFA’s official beer sponsor, has been promoting alcohol-free labels including Corona Cero, Budweiser Zero and Michelob Ultra Zero around the tournament. Corona Cero already holds a separate global sponsorship role with the Olympic Games through 2032. Michelob Ultra also lends its name to the player-of-the-match award.
Diageo is involved as FIFA’s official spirits supporter, with brands including Casamigos and Don Julio tequila, Buchanan’s and Johnnie Walker Scotch whisky, and Smirnoff vodka. The lineup reflects how the tournament is expected to serve not only as a sports event but also as a showcase for categories closely tied to host-country identity, especially Mexican tequila and North American beer.
Wine also has a formal place in the event. Taittinger Brut Réserve NV has been named the official Champagne of the World Cup, giving French sparkling wine a visible role in hospitality and celebration tied to the competition.
The contrast with Qatar is sharp. At the 2022 World Cup, beer sales inside stadiums were banned shortly before kickoff, and alcohol consumption outside venues was already constrained by local law and custom. In 2026, by comparison, public officials and businesses in several countries are using the tournament to drive traffic into bars, restaurants and retail channels. That matters for the beverage sector because major sports events can lift short-term sales, expand trial for low- and no-alcohol products, and give brands access to consumers who may not respond to traditional advertising.