Spirits Sector Faces Challenges After World Cup Boost
WHO:
The Spirits Business - Rachel Weller, NIQ’s commercial lead, UK and Ireland; Karl Chessell, director – hospitality operators and food, Europe, Middle East and Africa, at NIQ; Saxon Moseley, head of leisure and hospitality at RSM UK.
TRBusiness - AB InBev Travel Retail; Michelob Ultra; Budweiser; Royal Caribbean International; Norwegian Cruise Line; MSC Cruises; Disney Cruise Line.
WHAT:
The Spirits Business - Spirits sales in Britain’s on-trade dropped by 17.7% from 18-25 July compared to the same week in 2025.
The Spirits Business - Total drinks sales across managed venues decreased by 1.6% for the week ending 25 July 2026.
The Spirits Business - Cider sales increased by 5.1%, while beer fell by 1.4%, wine by 12.7%, and soft drinks by 2.3%.
The Spirits Business - Sales in managed venues rose by 15.2% on the day of the FIFA World Cup final on 19 July.
The Spirits Business - Drinks sales surged by 85.6% during England’s semi-final against Argentina on 15 July.
The Spirits Business - UK pubs experienced a 23% increase in full-day spend during the FIFA World Cup game between England and Norway on 11 July.
The Spirits Business - Pub groups saw a 4.4% increase in sales in June 2026, marking it as the best month for sales for pubs in 2026 to date.
The Spirits Business - Bars experienced a like-for-like sales drop of 5.8% in June, while total sales were up by 2.9%.
TRBusiness - AB InBev launched its largest-ever cruise activation programme during the FIFA World Cup 2026.
TRBusiness - Michelob Ultra was the Official Beer Sponsor of the FIFA World Cup 2026 in the US.
WHERE:
The Spirits Business - Britain; managed venues; UK pubs.
TRBusiness - Onboard ships operated by Royal Caribbean International, Norwegian Cruise Line, MSC Cruises, and Disney Cruise Line.
WHEN:
The Spirits Business - The FIFA World Cup final was held on 19 July.
The Spirits Business - England’s semi-final against Argentina took place on 15 July.
The Spirits Business - The FIFA World Cup game between England and Norway occurred on 11 July.
TRBusiness - The FIFA World Cup 2026 experiences were highlighted during the tournament.
WHY:
The Spirits Business - The drop in spirits sales post-World Cup indicates tight consumer spending.
The Spirits Business - The combination of the World Cup and sunny weather boosted pub sales.
HOW:
The Spirits Business - NIQ’s Daily Drinks Tracker was used to analyze sales data.
TRBusiness - AB InBev transformed cruise ships into floating fan zones with football-themed activations and live match viewings.
(UPDATED August 3, 2026 16:29 UTC)
Spirits sales in Britain's on-trade saw a significant drop of 17.7% from the previous year during the week of July 18 to 25, while total drinks sales across managed venues decreased by 1.6% for the same period. However, the FIFA World Cup had a positive impact on pub sales, with a remarkable 23% increase in full-day spending during the England versus Norway game on July 11, and a staggering 85.6% surge in drinks sales during England's semi-final against Argentina on July 15. In a related development, AB InBev launched its largest-ever cruise activation program during the World Cup, transforming ships into floating fan zones with football-themed activations and live match viewings.