E-Malt.com News article: Colombia: World Cup makes beer sales soar

Beer sales in Colombia during the World Cup soared. Colombia’s run at the 2026 FIFA World Cup did more than unite millions of fans behind the national team while it lasted — it also transformed shopping habits across the country, sending beer sales soaring and boosting demand for snacks, prepared foods, televisions, and even air conditioners, Colombia One reported on July 22.

According to figures released by Colombian retail chain Olimpica S.A., every match played by the Colombian national team generated a significant spike in consumer spending compared with a typical day in June. The strongest growth was recorded in beer sales, which surged by as much as 460% during Colombia’s Round of 16 match.

The retailer reported that alcoholic beverage sales in general increased by more than 100% during each of Colombia’s five World Cup matches, highlighting how football continues to drive consumption during major international tournaments. The largest jump came during the knockout-stage clash, when sales in the alcoholic beverages category climbed 259% compared with an ordinary June day.

Beer was by far the standout product. Sales increased 221% during Colombia’s opening match, 285% in the second game, 132% in the third, and 310% during the fourth match before peaking with a remarkable 460% increase in the Round of 16.

The surge reflects a longstanding tradition among Colombian fans, who frequently gather with friends and family to watch the national team play, turning each World Cup fixture into a social event centered on food and drinks.


23 July, 2026