The real winner of the Fifa World Cup? Beer
Whatever happens in Sunday’s final, one World Cup winner is already clear: beer. For generations, football fans around the world have gathered at their local, celebrating victories and consoling one another after defeats with a pint in hand. Beer does not simply accompany football, it transforms watching a match into a shared experience.
This summer’s tournament was no exception. With pubs across the UK wrestling with sky-high costs and consumers watching every pound, people still packed in, drawn by an experience that can’t be replicated at home: cheering on a team and raising a glass together.
The numbers tell the story. Analysis from Oxford Partnership and the Dojo payments system found that UK pubs poured 5.5m more pints of draught beer and cider than usual during England’s group-stage World Cup matches, with an additional 1.3m pints poured north of the border during Scotland’s games. In June, the Tartan Army made headlines worldwide for nearly drinking Boston dry.
What’s striking is that more beer doesn’t necessarily mean more alcohol. Increasingly, it means more choice.
World Cup boost
Beer is naturally suited to occasions that unfold over several hours, allowing consumers to drink “low and slow.” Typically sold at or under 5 per cent ABV, beer is significantly lower in alcohol content than a glass of wine at 12 per cent ABV or hard liquor cocktails at 20-30 per cent ABV. And, as a pint of beer gives you a far greater volume of liquid to enjoy versus a 175ml glass of wine or a 25ml shot, you are naturally encouraged to pace yourself.
Brewers have also made major investments in lower and no-alcohol options, which means that people can have another round, with or without alcohol. That allows fans to enjoy the camaraderie of the pub without drinking more than they’d like. The designated driver, the person moderating, or a friend who simply doesn’t drink alcohol are no longer stuck with a soft drink, they can raise the same glass as everyone else. Zero alcohol beer is still 100 per cent beer.
Changing habits
Pacing was more important than ever this year. With matches played across North America, UK fans often found themselves watching into the wee hours. Time differences, VAR reviews, hydration breaks and added time stretched games far beyond 90 minutes. A fan could enjoy a regular beer before kick-off, switch to no-alcohol at half-time, and still be there to celebrate or commiserate at the final whistle. That’s good for the fans, and good for the pub which sells more rounds, and more of the food that goes with them.
Beer continues to evolve alongside drinking habits. Consumers increasingly want to moderate, and beer is uniquely placed to meet them where they are. For investors, that’s a reminder that consumer preferences don’t threaten beer, they’re expanding the ways people enjoy it. That’s why beer remains one of hospitality’s most resilient categories.
At a time where technology is too often keeping us isolated and apart, the World Cup has reinforced that the best moments in life are rarely experienced alone. They’re shared around tables, in stands, and among friends. Beer has been part of those moments for generations, and thanks to lower and no-alcohol options, more people can share in these occasions.
Because the pint was never really the point. It is about the people gathered around the table.
Justin Kissinger is President and CEO at the World Brewing Alliance