Beer is the top beverage choice for consumers planning World Soccer Tournament watch parties, according to a new survey released this week — a finding with direct cold-vault implications for convenience retailers banking on event-driven traffic spikes this summer.
The survey, distributed by GlobeNewswire Food, did not disclose sample size or methodology in the release, but its headline finding aligns with long-standing NACS data showing packaged beverages — led by beer and flavored malt beverages — as one of the highest-velocity cold-vault categories during major domestic and international sporting events. For single-store operators and regional chains alike, tournament windows historically produce measurable lifts in cooler door turns and basket size when in-store execution is dialed in.
On the lighter side, the survey also found that Cristiano Ronaldo edged out Lionel Messi as the celebrity drinking companion fans would most prefer — a detail that may matter less to a forecourt than to a brand activation team, but underscores the emotional engagement consumers are bringing to the 2026 cycle.
For c-store operators, the practical read is straightforward: lean into cold-vault assortment depth in the weeks surrounding match days, particularly for domestic lagers, imports with tournament sponsorship ties, and hard seltzers targeting crossover soccer audiences. Endcap and point-of-sale placement near the cooler doors, bundled with salty-snack cross-sells on the roller grill adjacency, is a proven traffic-conversion play that regional chains have executed successfully around prior FIFA and Copa América events.
Dispensed beverage programs shouldn't be overlooked either. Operators running fountain and frozen programs have an opportunity to merchandise non-alcoholic party alternatives — lemonade, agua fresca-style frozen beverages, or branded sports drinks — to designated-driver and family-viewing segments that still represent incremental basket value.
Loyalty members are a natural activation lever here. Chains with app-based offers can push targeted cold-vault promotions on match days, driving both foot traffic and digital engagement at a relatively low cost per redemption compared to broad print campaigns.
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.
