The World Cup is the most watched sporting event in the world, with 5 billion viewers. This year’s tournament will be the first to be hosted by three nations: USA, Mexico and Canada.
Kicking off on June 11 there will be a total of 104 matches, culminating in the final on July 19.
While some viewers will watch the games in the pub, many will be gathering at home with family and friends.
This creates a huge opportunity for retailers to cash in on sales of drinks and snacks.
Natalie Marshall, Trade Marketing Manager at Aston Manor Cider, comments: “With a major football event on the horizon, wholesalers and convenience retailers have a big opportunity to capitalise on increased at-home viewing and matchday socialising.”
Major sporting events consistently drive higher spend, particularly across beer and cider, as shoppers stock up for watch-at-home occasions. During the last major football event in 2024, one in five households planned to buy extra FMCG items, with beer and cider among the biggest winners (Nielsen IQ), highlighting the scale of the opportunity for retailers this year.
With 69% of occasions now taking place in the home (IGD), major sporting events fit closely with current consumer behaviour. People still want the excitement and social element of live sport, but they’re recreating it at home in a way that feels affordable and accessible.
While some fixtures this time fall at unsociable hours for UK shoppers, there are still clear opportunities to create Big Night In-style occasions around key evening and weekend matches. These are the moments when shoppers plan ahead, buy for groups and look to recreate the matchday atmosphere at home.
In a market under pressure, shoppers are prioritising brands that deliver quality, value and reassurance. That’s why trusted value cider brands continue to outperform during high-profile events like this.
Crumpton Oaks is the No.1 value cider brand in the impulse channel (Nielsen). During the 2024 Euros, Crumpton Oaks grew 40% YoY (NielsenIQ) in value, highlighting that it’s a proven category driver that shoppers recognise and trust, making it an ideal choice for matchday missions.
When shoppers are hosting friends or planning multiple matches, larger take-home formats and multipacks become especially important. They allow consumers to cater for groups while keeping spending under control. Crumpton Oaks 2.5l PET is the No.1 cider PET in the UK convenience channel (TWC), while its 4x568ml pack is up +38% year-on-year (TWC). These formats are perfectly suited to football viewing, where shoppers want clear value and enough volume for shared occasions.
Price-marked packs also play a critical role with 75% of retailers agreeing that PMPs give shoppers confidence in price (Lumina). Crumpton Oaks Apple 4-pack PMP at £5.19 offers clear value while supporting strong margins.
“Match day shopping is highly mission driven. That makes in-store execution crucial, particularly chilled availability, strong visibility and clear pricing in high-footfall areas,” adds Marshall.
“Retailers can also use the event to build bigger baskets by tapping into matchday food and drink pairings. Linking cider with sharing snacks, pizzas and easy-to-prepare food helps shoppers build a complete solution quickly and easily.”
Secondary sitings and themed displays are especially effective during events of this scale. They help shoppers visualise the occasion and encourage incremental spend without complicating the shop.
While value is essential, shoppers don’t want to compromise on taste or experience during major sporting events. That’s where premium-value cider really comes into its own. Knight’s Cider leads this premium-value space as the No. 1 strong cider brand in the UK (Nielsen) and the No. 2 cider brand in the convenience channel (TWC), it grew 90% YoY in value during the 2024 Euros (NielsenIQ).
“Knight’s Vintage is another standout. It’s a medium-dry vintage cider crafted from the finest bittersweet apples, offering strong margins for retailers while appealing to shoppers looking for quality at an accessible price,” says Marshall.
“Retailers who focus on trusted brands, strong value formats and simple, seasonal execution can turn matchday demand into a major sales opportunity.”
Damian McKinney, CEO of DioniLife, comments: “The FIFA World Cup isn’t just another seasonal event, it’s a cultural moment that makes the world stand still and connects fans across the world. This, paired with the fact that it only comes around every four years, is a reminder that retailers should put extra time and effort into their offerings to capitalise on the magnitude of the tournament.
“Our advice at Mash Gang is to lean into occasions. Alcohol-free beer thrives in game-watching moments, because it allows everyone to remain involved and connected. From designated drivers, to the friend who has to head to work straight after a game, or the person who simply enjoys a drink with friends without the hangover; alcohol-free caters to a broad audience. Avoid treating alcohol-free as an afterthought, and increase the visibility of these options, ensuring they are chilled and ready to sip in time for kick off, and the result: outlets will enjoy incremental growth to their full-strength sales. We’re confident that Mash Gang will convince people that a great beer doesn’t need alcohol to taste amazing.”
Studies suggesting beer is the go-to option for over half of football fans, rising further during major events. Despite this, the real winners are the categories that tap into more inclusive drinking occasions that align with evolving societal drinking habits.
During the four year wait for the 2026 tournament, the EUROs made a return in 2024, and with it came a large increase in beer sales amongst British fans. Over the course of the tournament, alcohol-free beer shone on the big stage, as sales surged by 38% (Yahoo), with more fans opting for the mindful approach while enjoying the action.
“The tournament is taking place in the USA this year, which creates a challenge for UK drinkers due to unsociable kick off times. Not everyone wants, or can, drink alcohol for games taking place during work hours, or later in the evening. Therefore, going alcohol-free allows fans to keep rituals alive without compromise,” adds McKinney.
“The biggest shift isn’t new, but it’s accelerating: people are drinking differently, not necessarily less socially. Moderation is no longer a quiet, personal decision – it’s mainstream, visible, and increasingly aspirational. Consumers want flavourful, great-tasting options that genuinely elevate their drinking experience.”
Fruited beers, like European-inspired IPAs, are exploding in popularity, and that’s something retailers can really capitalise on. It’s not just a novelty driving this trend – these beers are becoming popular choices for drinkers looking for something vibrant and different.
DioniLife developed Journey Juice – a Mango and Lime Fruited IPA. It hits all the right notes: fruity, a little bitter, a touch salty and spicy, and just enough sweetness to keep it balanced. It’s a big, expressive beer that’s perfect for all drinking occasions, from watching live sport to hanging with friends; it also just happens to be 0.5%.
“The event takes place in summer so we’re expecting to see sales for our flagship beer, Chug, skyrocket as one of our best sellers in the warmer months,” says McKinney. “Chug is a juicy, bold and refreshing, crisp hazy IPA, with only 0.5% ABV. Whether drinking it on its own, with delicious snacks or a pizza during the game, it’s an instant refresher.”
Craig Chapman – Head of Brand at Global Brands, comments: “For the most part, the FIFA World Cup is about what happens on the pitch, but it’s naive to not recognise the opportunities a global event of this calibre presents off field too. The average global live audience for the last tournament was an astonishing 175 million, establishing that consumers across the country will be sharing moments with friends, hosting watch along parties, and making last minute plans to catch the action.
“Therefore, it’s important for retailers to tailor their offerings to cater for larger groups. Stocking bigger, shareable formats like VK’s 70cl bottle or mixed packs is the way to go to capture the attention of fans watching in group settings. Store layout also matters – for full effect, position in-demand products prominently in-store, especially near other gathering essentials to drive impulse buys.”
As a category that leans into flexibility and convenience, RTDs are always priority items that retailers should be stocking on their shelves for events like the FIFA World Cup (IWSR). When watching games, fans are likely to favour simple serves that do not require additional ingredients and time to prepare; they’d simply prefer to grab a drink from the fridge to avoid missing any of the key moments.
The popularity of RTDs can largely be accredited to accessibility and the multitude of flavours that align perfectly for hosting occasions. For example, Hooch is best known for its iconic ‘alcoholic lemonade’ proposition but is also able to play within different flavour categories ranging from classics like Pink / Blue Hooch to one of the newer additions to the roster – Cherry Hooch. All are available in 440ml formats, to further expand appeal across a diverse customer range.
“As we look to the year ahead, pre-drinking culture and at home occasions look to be stronger than ever. With inflation showing no signs of subsiding anytime soon, consumers are still very conscious of how much they are spending, causing more to bring the party to the living room. This directly applies to this year’s tournament as unsociable kick off times will prompt households to watch from home, especially those that have to work the next day,” adds Chapman.
“In addition to the rise of RTD products, we’ve also noticed a clear uptake of consumers expanding their palates and favouring fruit forward profiles. People want drinks that feel refreshing, sessionable, and genuinely elevate their drinking experience. This is why we launched VK Squashka – our first non-carbonated offering that boasts a 7% ABV and is completely fizz-free. It also delivers on the fresh and fruity flavours that our customers know and love, available in Apple & Blackcurrant, Orange & Pineapple and Cherries & Berries.”
VK Blue remains a top seller, accounting for 39% of VK 70cl performance, closely followed by other iconic VK flavours such as Orange & Passionfruit, Black Cherry & Tropical Fruits. Together these core four flavours make up 80% of VK 70cl value.
VK Mixed “Party Pack” is the biggest RTD mixed pack in convenience, being a firm consumer favourite to grab and go at home.
Hooch delivered 63% value growth during the summer campaign period and enjoyed an impressive 70% year-on-year uplift in volume in 2025, including 3.4 million litres sold over the summer period alone.
VK continues to lead the way as the number one RTD brand for students – a position it has held for over ten years. Alongside the popularity amongst this younger audience, the brand still carries large appeal for the over-30s, original audience. With its wide flavour range and vibrant brand identity, it is positioned as a strong staple choice for social drinking occasions.
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, comments: “Beer and cider sales are more likely to spike during big sporting events, as opposed to the week before. For example, ahead of England’s match against Slovakia in the 2024 Euros, beer and cider sales peaked at £164m, which saw an overall increase of 13.5%. There was also a 6% (Kantar) increase in overall spend per buyer compared to the year before.
“18 pack variants perform particularly well with those hosting watch parties and gatherings, whereas singular formats are great for those enjoying something on the go. On the back of this, we suggest retailers consider stocking a variety of formats to cater for all occasions.”
Elizabeth Hughes-Gapper, Jakemans Senior Brand Manager, comments: “Classic food and snack favourites will continue to dominate as consumers reach for trusted treats to share with friends and family. At the same time, products that offer a dual purpose, such as cough and throat lozenges, are set to perform strongly, appealing to those who want a little more from their snacking choices. With the nation at risk of hoarse voices from cheering on their team and belting out classic chants, Jakemans soothing menthol lozenges are also refreshing and delicious, helping consumers to keep a fine voice, whilst enjoying every moment.
“Convenience will also be key, with ‘on-the-go’ formats proving especially popular for those heading out to watch the games with friends and family. The Jakemans range includes 73g bags across a range of delicious flavours Throat & Chest, Honey & Lemon, Cherry, Peppermint, Menthol & Eucalyptus, Blackcurrant and Blueberry, ideal for sharing or dipping into throughout the day. Meanwhile, our much-loved Throat & Chest and Honey & Lemon lozenges are also available in handy 41g stick packs, perfectly sized to slip into a pocket or bag when you’re out and about.”
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