BeerBoard, the leader in technology and insights for the on-premise hospitality industry, today released its performance report analyzing alcohol sales during the second weekend of the World Cup (June 18–21, 2026, Thursday-Sunday), comparing results against the same period in 2025 (June 19–22, Thursday-Sunday).
After a strong Opening Weekend, Week 2 revealed another important trend: World Cup demand is not evenly distributed across the United States.
Host states significantly outperformed non-host states across volume, revenue, and rate-of-sale metrics, highlighting the economic and behavioral impact of hosting matches. Regional differences were equally pronounced, with Western markets generating some of the strongest growth during the tournament's second weekend.
Draft beverages continued to perform well, increasing 7.5% in total volume and 7.2% in total revenue. Consumers continued to gravitate toward imported beers, lagers, and premium beverage occasions, while several emerging styles gained additional share.
Top 5 Draft Brands:
- Michelob Ultra
- Modelo Especial
- Miller Lite
- Bud Light
- Coors Light
Packaged products remained a major beneficiary of World Cup viewing occasions, increasing 7.2% in total volume and 9.5% in total revenue. Ready-to-drink cocktails and non-alcoholic beverages continued to gain momentum, reinforcing broader industry trends while consumers gathered to watch matches.
Top 5 Package Brands:
- Michelob Ultra
- Corona Extra
- Modelo Especial
- Miller Lite
- Coors Light
Perhaps the most important takeaway from Week 2 is that major sporting events do more than increase consumption. They create concentrated pockets of demand, influence consumer preferences, and reward suppliers and retailers that understand where those opportunities are emerging.
