California's beer industry is experiencing a significant boost, with on-premise sales rising 17.9% year-over-year in the first two weeks of the 2026 World Cup, according to new data. Total beer consumption volume has also seen an increase of 3.1%.
The surge is largely attributed to World Cup viewing parties held at bars, restaurants, and other venues across the state. The tournament's presence in California, with matches hosted at SoFi Stadium in Los Angeles and Levi's Stadium in Santa Clara, has further contributed to the heightened sales.
Celebrations fueled by the success of North American teams have also played a role. While the U.S. men's national team lost to Turkey on June 25, they still secured a top spot in their group and advanced to the knockout stage. Mexico's national team achieved a perfect 3-0 record in group play, and Canada also progressed to the next round with four points from its three group-stage games.
Data from a study by the New Beer Institute indicates that this trend is expected to continue as the World Cup progresses, particularly if the favored teams advance deeper into the tournament.