The World Cup is over, and—spoiler alert—Spain won. You know who lost? Besides Argentina, I mean? The beer industry. The hoped-for fútbol boost never materialized at scale; off-premise sales even slid a smidge even over the Fourth of July weekend, and against weak comps at that. Woof. Still, there were some bright spots for what the Bureau of Labor Statistics calls “beer away from home.” Which, sure, yeah, that tracks. As analytics platform BeerBoard put it in its post-tournament report:
major sporting events can create highly localized increases in on-premise demand.
Translation: people do be drinking at their neighborhood bars and restaurants when the game is on.
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