Beer Giants Are Making A Massive Zero-Proof Play For World Cup 2026
As the 2026 FIFA World Cup approaches, major beer companies are significantly investing in non-alcoholic beverages. This shift reflects changing drinking habits, particularly among younger consumers who are increasingly favoring moderation and alcohol-free options. The tournament presents a unique opportunity for the alcohol industry to market these products on a global scale.
- ▪Beer companies are investing billions in non-alcoholic beverages ahead of the World Cup.
- ▪Gallup reports that the percentage of Americans who drink alcohol has fallen to 54%, the lowest in nearly 90 years.
- ▪Anheuser-Busch InBev reported a 27% increase in revenue from its non-alcoholic beer portfolio.
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BusinessFood & DrinkBeer Giants Are Making A Massive Zero-Proof Play For World Cup 2026ByDaphne Ewing-Chow,Senior Contributor.Forbes contributors publish independent expert analyses and insights. Stories about food & agriculture through the lens of climate changeFollow AuthorMay 24, 2026, 11:36pm EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.A fan of Brazil drinking a non-alcoholic Budweiser Zero beer in the stands before a FIFA World Cup match at the Lusail Stadium in Lusail, Qatar.
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