The World Cup has brought a surge in beer sales in the US, with bars in Boston reporting emergency deliveries to keep up with demand. Fans consumed 290,000 stadium beers during the six matches in Philadelphia, according to FIFA organizers.

Beer Sales Struggle Globally

Despite the World Cup boost, beer sales have been struggling globally, with a steady decline in the US over the past decade, according to the Brewers Association. Consumers are opting for ‘wellness’ drinks and cutting back on alcohol for health reasons.

Economic worries have also taken a toll on sales, with US consumption of all types of alcohol falling 5% last year. The Beer Institute reports that non-alcoholic beer sales have grown, but still make up only around 1% of the US market.

World Cup Host Cities See Beer Sales Bump

Beer sales in bars, restaurants, stadiums, and other venues rose 14% in US host cities during the first four weeks of the tournament, compared to the same period last year. The bump extended beyond host cities, with national sales up 4%.

Brewers are hoping that the World Cup will remind people of the joy of gathering and socializing over a beer, and that the trend will continue beyond the tournament. With major sporting events on the horizon, including the Summer Olympics in 2028, the beer industry is holding out hope for a long-term boost.

Original reporting: KTBS 3 (Shreveport) — read the source article.