BeerBoard, the leader in technology and insights for the on-premise hospitality industry, today released its performance report analyzing alcohol sales during the first weekend of the World Cup (June 11–14, 2026, Thursday-Sunday), comparing results from same-store sales against the same period in 2025 (June 12–15, Thursday-Sunday).
For the past four years, we’ve been excited about the World Cup being hosted in North America and have closely followed its potential impact on consumer consumption — particularly alcohol sales in the United States. The wait was worth it. Draft was up 16% and 17%, in total volume and revenue, respectively. Import and Lager brands showed impressive volume share increases of 3.9% and 2.2%, respectively.
Packaged products also showed their popularity with 24% increase in total volume and 25% increase in total revenue. Again, the Import brands increased their volume share by 1.4%. Lagers and RTD Cocktails increased volume share by 2.3% and 1.7%, respectively.
Top 5 Package Brands:
- Corona Extra
- Michelob Ultra
- Modelo Especial
- Miller Lite
- Coors Light
