The World Cup of Beer
Soccer has officially taken the globe by storm with the World Cup presently in full-swing. Moreover, as with any popular sporting event, beer is heavily involved. 
Estimates project that approximately 1.81 billion gallons of beer will be consumed worldwide during the 39-day span between June 11th and July 19th.
The matches of the World Cup are being played in Canada, Mexico and the United States, which are considered to be major beer markets. AB InBev being head-honcho of the world-wide industry and a tournament sponsor, has major ties to all three host-countries with brands that include Corona, Budweiser, and Stella Artois among many others. Thus, the company stands to make some pretty hefty profits during the long-duration event!
The tournament may also give a much-needed boost to the beer industry, as around the globe, alcohol-consumption is down-trending, and has been for several years. There are several reasons for this, including society becoming more health-conscious, socio-economic factors including rising costs of goods coupled with less consumer discretionary spending, and more options available for beverage consumption. The industry continues to respond accordingly through marketing tactics and expanding their lines of beverages to include NA (non-alcoholic) beer options, low-ABV options, and others.
Already, we have seen the World Cup and beer impacting one another on a grand scale. Between Thursday June 11th and Sunday June 14th, Sam Adams Brewing Company’s Boston Taproom ran out of their Boston Lager because Scotland soccer fans, known as the “Tartan Army,” descended upon the city and drank four times the amount that the bar typically sells during a long holiday weekend. They were then forced to schedule an emergency beer delivery and recalculate their beer needs for the unfolding week ahead. Several other pubs in Boston also ran out of beer and noted that beer sales were triple that of St. Patrick’s Day.
Sales of beer in stadiums in New York and New Jersey are expected to generate $16.4 million. Atlanta? $8.7 million. Attendees across all of North America are reporting high prices for a beer, with some stadiums charging upwards of $23 for one beer! Granted, the fluid ounces of what you’re purchasing may be more than just your typical 12 ounce can, but sticker-shock is very real, especially in our current economy. There does appear to be variation in the price, with Newsweek reporting a beer to be as low as $8 in other stadiums. FIFA, soccer’s governing-body who organizes the World Cup, does not control the prices of concessions and allows each venue to set their own prices.
If you’re lucky enough to see a World Cup match in person, be prepared to pay a pretty penny for a beer. If watching a match on the couch is more your speed, then kick back and relax with your favorite beer of choice (preferably local!) while rooting for the US of A.
Cheers!
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