The ongoing World Cup has continued to lift on-premise beer volumes but has not reversed accelerated declines in off-premise sales during the second quarter.
Bump Williams Consulting reported that the tournament has yet to combat those off-premise drops.
BeerBoard data showed Thursday surpassing Saturday in on-premise volume share amid the World Cup lift.
Both analyses were published July 6 and focused on current sales patterns tied to the event.
Colombia’s performance in the 2026 World Cup increased attendance and spending at bars and restaurants before the team’s elimination.
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The Colombian Bar and Restaurant Association estimates nearly $656.806 million in extra revenue during the 2026 World Cup season due to a 23.5% sales increase.
Burberry took over a West Village bar in New York City for a World Cup viewing event on Wednesday afternoon. The gathering celebrated the brand's new A Good Sport campaign during the England versus Croatia match.
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The FIFA World Cup 2026 matches between Norway and Senegal, and Argentina and Austria, were the most watched programs on Chilean open television on Monday, June 22, according to Ibope data.