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The Independent UK
The Independent UK
National
Dee-Ann Durbin

The World Cup gave beer sales a boost. But will it last?

World Cup the World Cup Jim Koch United States AB InBev Alcohol Soccer the Beer Institute
Enter the World Cup and the soccer fans who traveled from around the world to support their national teams and engage in communal celebration or sorrow - (Getty Images)

The recent World Cup delivered a significant boost to beer sales in the U.S., with Boston bars reportedly needing emergency deliveries to keep taps flowing on game days. FIFA organizers noted fans downed 290,000 stadium beers during just six matches in Philadelphia.

Yet, this frothy success obscures a colder global reality: beer sales have been struggling. It's unclear if soccer's premier tournament, despite its expanded co-hosting across three countries and 16 cities, can genuinely reverse this persistent trend.

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