World Cup Lifts Premixed Cocktails 25.4% as Nonalcoholic Beer Outruns Domestic Beer
Updated
Updated · Food Dive · Jul 16
World Cup Lifts Premixed Cocktails 25.4% as Nonalcoholic Beer Outruns Domestic Beer
3 articles · Updated · Food Dive · Jul 16
Summary
Premixed cocktail case sales jumped 25.4% in the week ended June 28, the first full week of the World Cup, making ready-to-drink beverages the tournament’s biggest winner in Circana’s data.
Nonalcoholic beer cases rose 10.9%, far ahead of domestic beer’s 2.2% gain, suggesting the event is reinforcing health-conscious drinking trends rather than delivering the broad beer surge alcohol groups had sought.
Beer makers still poured money into the tournament—Molson Coors called it its biggest media investment in years, while AB InBev pushed bar sales—but only 7% of surveyed viewers planned to watch at restaurants or bars.
At-home viewing over five weeks has instead driven repeat off-premise shopping and demand for variety, with energy drinks up 10% and snack categories such as pretzels, popcorn and candy rising 1% to 2%.
Circana expects those patterns to persist through the July 19 final, saying the World Cup is amplifying existing consumer behavior in favor of ready-to-drink and nonalcoholic options.