Anheuser-Busch InBev is pouring $110 million into World Cup 2026 sponsorships, Michelob Ultra as the official beer, to revive U.S. beer sales amid a 17% consumption drop since 2014. While pubs like Butch McGuire’s in Chicago remain cautious, Molson Coors boosted ad spending 60% for Coors Light, betting on soccer’s cross-demographic appeal. Bars, the primary sales channel, are adjusting orders as analysts track a 21-month beer purchase indicator uptick.

Soccer’s global reach—projected to draw six billion viewers—is critical for Anheuser-Busch InBev, which sells 85% of its beer abroad. However, U.S. attendance faces hurdles: high ticket prices, travel costs, and immigration concerns. Total Wine & More’s VP notes orders are rising but stresses uncertainty: “I can’t tell you the numbers.” The industry’s reliance on summer sales—and competition from cannabis and seltzers—adds risk.

Historically, beer sales peak in summer, but post-pandemic slumps persist. IWSR attributes declines to younger consumers’ shifting habits and inflation. Lester Jones of the National Beer Wholesalers Association highlights April’s first beer purchase surge in 21 months, signaling cautious optimism. Even if U.S. interest wanes, Mexico and Brazil’s booming beer markets—48% and 16% growth respectively—offer offsetting opportunities.

The World Cup’s success hinges on the U.S. team’s performance and Michelob Ultra’s ad campaign featuring stars like Lionel Messi and Christian Pulisic. While Molson Coors bets big on Miller Lite, analysts question whether post-tournament retention of new drinkers will sustain growth. The stakes are high: this could be the industry’s last best chance to reverse years of decline.