Brazil set to lead beer consumption during the 2026 World Cup

2026-05-25

According to a recent survey by Citi bank, Brazil is expected to lead beer consumption during the 2026 World Cup. Even without being one of the host countries for the tournament, Brazilians' interest in celebrating matches with the beverage is higher than in the United States, Mexico, and Canada, which will host the games.

The report reveals that about 26% of Brazilians intend to drink more than usual during the world championship matches. This enthusiasm reflects the strong football culture in the country, where watching games with friends and family generally involves the consumption of alcoholic beverages and collective celebrations.

In comparison, the countries hosting the tournament show lower numbers regarding consumption intent. Although the 2026 World Cup will be held in North America, Brazilian consumer behavior shows that the passion for the sport drives the beverage market in a unique way in Brazil, surpassing the hosts in various scenarios.

For companies in the beverage sector, these data are viewed with great optimism. The increase in beer demand during the World Cup period represents a major opportunity for sales and marketing. Brands are already starting to plan strategies to serve this loyal and excited audience preparing for the event.

In summary, the World Cup remains a central event for the Brazilian economy and culture. Regardless of where the games take place, the tradition of cheering for the national team with a beer in hand remains firm among fans, ensuring a positive impact on national commerce.