Beer Giants Are Making A Massive Zero-Proof Play For World Cup 2026
Key takeaways
- Food & Drink Beer Giants Are Making A Massive Zero-Proof Play For World Cup 2026By Daphne Ewing-Chow,
- But increasingly, some of the industry’s biggest bets are not on traditional beer or liquor, but on products designed to recreate the social experience of drinking without intoxication.
- The tournament comes at a time of profound change in global drinking habits.
Food & Drink Beer Giants Are Making A Massive Zero-Proof Play For World Cup 2026By Daphne Ewing-Chow,
Forbes contributors publish independent expert analyses and insights. Stories about food & agriculture through the lens of climate change Follow Author May 24, 2026, 11:36pm EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.A fan of Brazil drinking a non-alcoholic Budweiser Zero beer in the stands before a FIFA World Cup match at the Lusail Stadium in Lusail, Qatar. Photo by Peter ByrnePA Images via Getty ImagesAs the world prepares for the 2026 FIFA World Cup, beer giants and beverage brands are pouring billions into what analysts say could become one of the alcohol industry’s biggest marketing moments in years. But beneath the sponsorships and hype, the tournament may also test whether the future of drinking culture is less alcohol, not more.
Brewers and spirits companies are investing heavily across the United States, Canada, and Mexico ahead of FIFA’s expanded 48-team World Cup, betting the tournament can help revive growth after years of declining alcohol consumption, particularly among younger consumers.