Budweiser Brewing Group has predicted that 62 million pints of beer could be sold during the 2022 FIFA World Cup this winter.
The world’s largest brewer said that the tournament has the potential to drive a 13.5% uplift in sales in the Off-Trade compared to 2019.
With the World Cup set to take place throughout November and December due to it being hosted in Qatar, Budweiser said there is a “huge opportunity” for the Off-Trade to tap into this excitement and boost consumer spending.
According to a survey conducted by the beer group on consumer anticipation for the tournament, 70% of Brits are already excited and 86% intend to watch at least some of the matches, most of which from home.
Looking ahead to this winter, 63% of shoppers plan on drinking beer when watching the games, more than wine and spirits combined (11%).
Additionally, 68% of England fans think retailers should stock official sponsorship brands and 55% would choose a specific beer if they knew it was an official sponsor.
As the official sponsor of the England Men’s Football Team, the Budweiser Group achieved 7.7% penetration during the Euros 2020 – the highest of any beer brand.
“This FIFA World Cup tournament is certainly set to be different from previous years with it being held in the winter months,” Catman head at Budweiser Brewing Group UK&I, Maria Neves said.
She added: “This presents a unique sales opportunity for the Off-Trade as consumers look to transfer out-of-home occasions and elevate the at-home viewing experience.
“The success of the Lionesses this summer is only adding to the excitement and we’re expecting the nation to get behind the men this winter. Stores need to start thinking about their World Cup displays and stocking up now to make the most of this opportunity.
As official sponsors of the FIFA World Cup for the past 36 years, Budweiser will be launching limited-edition FIFA packs to help retailers entice sports fans and beer lovers alike.
