Beer is the drink of choice for fans gathering to watch the World Soccer Tournament, according to a new survey released by GlobeNewswire Food — a finding that carries direct revenue implications for bars and restaurants programming watch-party events this season.
The survey highlights the outsized role soccer viewership plays in on-premise beverage sales, particularly as operators look for reliable traffic drivers. Watch parties have become a proven format for filling seats during what can otherwise be slow weeknight and weekend afternoon dayparts, and aligning beverage promotions with fan preferences is a straightforward way to lift per-cover spend.
For bar and restaurant operators, the data reinforces the value of leaning into beverage industry analysis when building out event programming. Craft beer features, domestic bucket deals, and import spotlights tied to competing nations are all tactics that align with the survey's top-line finding — and can be executed with relatively low operational lift.
The survey also surfaced a telling pop-culture angle: Cristiano Ronaldo edged out Lionel Messi as the soccer star fans most want to share a beer with. While that finding skews toward marketing novelty, savvy operators can use fan rivalries and player loyalties to theme promotions, tap handles, or even cocktail and beer pairings in ways that deepen guest engagement during matches.
The results arrive as the global soccer calendar heats up, giving food and beverage operators a narrow but valuable window to refine their watch-party strategies. Venues that have already invested in restaurant technology coverage — from streamlined POS systems to digital menu boards — are better positioned to update drink specials in real time as match schedules shift and crowd sizes fluctuate.
For a broader read on how beverage trends are shaping on-premise programming, Food & Beverage Magazine continues to track the intersection of sports viewership and drinks culture across the industry.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
