Of all the factors that will contribute to Mexico’s expected economic windfall from co-hosting the upcoming World Cup, beer seems to be the clear champion.
According to a recent report from Deloitte, the leading multinational professional services firm, beer sales will account for between 55% and 65% of total spending related to the World Cup.
According to Deloitte, beer sales in the host cities of Mexico City, Guadalajara and Monterrey could increase by up to 9.9% during the tournament, which translates to triple the usual profit the brewing industry experiences in that period in years without sporting events of the World Cup’s magnitude.
The increase will be driven both by increased consumption by locals and the arrival of thirsty international visitors.
In Mexico, per capita beer consumption reaches 68 liters annually, positioning the industry as a significant economic driver within the manufacturing and agribusiness sectors.
Given that the World Cup’s focus is on sectors like tourism and hospitality, beer sales will bring an important retail opportunity. But they also present a challenge because wholesalers must achieve the logistical capacity to supply extraordinary demand in record time, logistics company Chep said, citing data from Deloitte.
The Chep report further warns that logistics costs in urban areas could increase by up to 30% due to city congestion and mobility restrictions. Brewing companies may need to increase their logistics assets, such as pallets and transport units, by up to 25% to avoid shortages during peak demand weeks.
“Events of this magnitude demonstrate that the challenge is not only to move more product, but to do so more efficiently, in a coordinated and sustainable way,” Giovanni Mirabent, Chep’s Country General Manager for Mexico and Key Accounts for Latin America said. “Logistics becomes a key enabler for responding to peak demand without compromising operations.”
Overall, Deloitte anticipates that the 2026 FIFA World Cup will contribute US $2.73 billion in added value — equivalent to 0.14% of Mexico’s GDP — and will generate 112,200 temporary jobs, representing 0.19% of total employment in Mexico.
The most benefited industries will include the food service, hospitality and transportation sectors.
With reports from La Jornada
