Massachusetts Sees Beer Sales Surge During World Cup
Massachusetts is experiencing a lively surge in beer sales as the World Cup unfolds, making it the top market in the U.S. for beer consumption during this event. According to the Beer Institute, a national trade association, beer sales in bars and restaurants across the state jumped by 27.5% compared to last year during the first two weeks of the tournament. This increase is a remarkable 9% higher than the next biggest markets, New York and New Jersey. Overall, beer sales in Massachusetts have gone up by 12%, far surpassing the average growth in other U.S. host markets.
The Beer Institute gathered these statistics from data provided by beer manufacturers and importers. Andrew Heritage, the chief economist for the organization, likened the World Cup to several Super Bowls happening over multiple weeks. He noted, “The World Cup provides a unique platform that really boosts beer sales.”
Typically, events like the Super Bowl can increase beer sales in bars by about 25%. Heritage emphasized that beer is a fan-favorite drink during events like these.
Boston has warmly welcomed the World Cup, and it’s no surprise that beer has become a part of the festivities. Just two weeks ago, fans drained many bars and liquor stores of their beer supplies when Boston hosted its first match, which featured Haiti against Scotland.
In Foxborough, when Morocco faced Scotland a few days later, crowds flocked downtown, leading businesses to run low on seltzers and beers. For instance, Federal Wine & Spirits in Boston’s Financial District doubled its beer stock for Scotland’s second game day, even employing an additional cash register to manage the surge of customers.
Store clerk Peter Zettel reported, “We were five times as busy as the Saturday before.” In anticipation of continued demand, local businesses are ordering more beer, increasing staff, and even closing on certain days to prepare.
Foxborough also hosted a knockout match between Germany and Paraguay recently, but early afternoon foot traffic on Union Street, where many fans gather, was less than on previous match days.
Looking ahead, beer sales in Massachusetts are likely to keep climbing over the next two weeks. With a heat wave hitting New England, the upcoming 250th celebration on Saturday is expected to draw large crowds to Boston and nearby areas. Additionally, a World Cup quarterfinal match is scheduled for July 9 at Boston Stadium.
Overall, it seems that beer sales will continue to thrive as fans celebrate this prestigious event statewide.
