Football fans are forecast to drink an extra 1bn pints of beer during the World Cup in a much-needed boost for the beleaguered brewing industry, which is battling cost inflation, sluggish demand and fears that it is stuck in long-term decline.
This year’s World Cup is an expanded 48-team competition featuring 104 matches, compared with the 64-game tournaments of previous years, setting the stage for the booziest World Cup in history.
To reach its 1bn pint estimate, analysts from Jefferies extrapolated beer consumption data from previous World Cups. The extra sales equated to a 3 per cent uplift during the 39-day tournament, which Jefferies annualised to 0.3 per cent, equating to 5.9mn hectolitres, or an extra 1bn pints.
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