Below The Surface: Consumption Spikes Drive Long-Term Market Gains

💡 Insight

Major sporting events like the World Cup can permanently raise demand, not just create a temporary or seasonal spike.

📊 By the Numbers

During the 2018 World Cup, beer sales in Latin America jumped 5.8% and stayed ~3% above baseline after the tournament. In 2026 U.S. Latino households are expected to drive similar growth in categories like beer, snacks, and quick-serve restaurants—especially in DMAs such as Los Angeles, Houston, and Miami. In this market climate, remember that marketing doesn’t need to be tied to official FIFA sponsorship. Soccer-themed campaigns or event-inspired platforms can drive engagement and sales even without referencing the tournament directly.

♟️Strategic Implications

• Treat the World Cup as a sales season, not just a short-term promotion.

  
  

• Build and time multipacks, promotional bundles, and in-store activations around Mexico, Latin American teams, and U.S. matchdays.

  
  

• Leverage soccer-inspired campaigns to maintain elevated demand before, during, and after the tournament, establishing a higher baseline and long-term market share growth.

Sources

1. Kantar