Beer Companies Pour $110 Million Into 104-Game World Cup as U.S. Consumption Fell 17%
Updated
Updated · The New York Times · May 31
Beer Companies Pour $110 Million Into 104-Game World Cup as U.S. Consumption Fell 17%
1 articles · Updated · The New York Times · May 31
Anheuser-Busch InBev is spending more than $110 million on advertising and FIFA sponsorships to make Michelob Ultra and other brands official World Cup beverages, part of a broader industry push tied to the 104-match tournament.
The spending aims to jolt beer demand after a decade-long slump: global consumption fell 3% from 2014 to 2024, while U.S. consumption dropped 17%, according to IWSR.
Bars are central to the strategy because brewers expect fans to gather for matches, with AB InBev telling investors it wants a "huge push" in on-premise venues during June and July.
Some bar owners are cautious, though. A Chicago pub planning World Cup watch parties said it is not ordering extra beer, expecting soccer crowds to trail basketball or football playoffs.
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