Colombia’s participation in the 2026 World Cup is already beginning to move concrete figures in domestic consumption. Beverage industry groups project that, during the tournament, beer demand will grow by 35%, while whiskey will increase by around 12% and aguardiente by about 9%.
The figures are part of reviews conducted by NielsenIQ, a consultancy that cited them to highlight the direct effect soccer has on Colombians’ purchasing behavior, allowing a similar scenario to be anticipated ahead of the 2026 World Cup.
The most important sporting event on the planet once again becomes an economic driver that directly impacts the wallets and habits of millions of Colombians, and establishments — not only bars, but also restaurants and shopping centers — are getting ready to cash in.
Behind these projections lies a familiar phenomenon: Every time the national team qualifies for a World Cup, the country enters a consumption dynamic driven by collective excitement. Football not only brings activities to a halt, but it also transforms routines and turns each match into a spending occasion, especially on alcoholic beverages associated with celebration.
Colombia’s World Cup 2026 participation to boost beer consumption 35%
Each match played by the Colombian national team acts as a trigger for consumption. During the World Cup, that dynamic is amplified by the frequency of games and sustained anticipation over several weeks. The tournament calendar sets the rhythm of daily life: Gatherings at home, meetups in bars, and advance purchases at neighborhood stores.
During soccer events in which the national team has participated, such as the 2024 Copa America and the 2018 World Cup in Russia, the affected food and beverage categories recorded sales increases of between 6% and 8%.
For the event in the coming months of June and July, beer clearly leads this behavior. Its price, availability, and social nature make it the preferred drink to accompany matches. It is common for groups of friends or entire families to gather in front of the television with several rounds of beer, in a practice that repeats game after game.
Whiskey (and Scotch whisky), although with more moderate growth, gains ground in nighttime celebrations or more structured gatherings. Its consumption is usually linked to more formal moments or meetings in commercial establishments.
Meanwhile, aguardiente maintains its relevance as one of the most deeply rooted symbols of local consumption, especially in festive contexts where regional identity plays an important role.
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Alcohol and food
“There is a particular phenomenon, which is that beyond overall growth driven by the sporting event, the performance of the Colombian national team during the different matches influences how much consumption increases week by week,” explained Andrea Estrada, Industry Insights Manager at NIQ Colombia, in remarks reported by the local outlet La Republica.
She added: “For example, during the week of June 1 in Russia 2018, when Colombia advanced to the quarterfinals, consumption increased by 20% compared to a normal week of the year; meanwhile, in the previous weeks, during the group stage, consumption rose by 11%, and later in the quarterfinals, without Colombia in the competition, that increase was only 8% compared to an average week of the year,” Estrada explained.
Although alcoholic beverages are the standout products of this event, in food, items associated with immediate consumption and at-home gatherings saw the highest turnover in past sporting events, with total growth of 1.5%. Microwave snacks led the increase with 21.3%, followed by ready and frozen meals with 13.7%, frozen snacks with 8.7%, cold cuts with 3.8%, snacks in general with 3.0%, and cheeses with 2.1%.
Football, identity, and celebration
The growth in consumption during the World Cup is directly linked to how soccer is experienced in Colombia. More than a sport, it is a collective experience that cuts across all levels of society. It does not matter the city, age, or socioeconomic status: When the national team plays, the country synchronizes.
The streets fill with yellow jerseys, work schedules are adjusted, and public and private spaces become gathering points. Each goal is celebrated as a personal victory, and each match is experienced with an intensity that goes beyond the sport itself.
In that context, beverage consumption becomes part of the ritual. It is not just a matter of preference, but of tradition. Sharing a beer, toasting with aguardiente, or opening a bottle of whiskey becomes a way of participating in the collective experience.
Aguardiente, in particular, retains strong symbolic value. Its presence in football celebrations is tied to popular culture and an identity that is reinforced in moments of national euphoria. It is a drink that is not only consumed but also represents a sense of belonging.
The increase in consumption during the World Cup represents a key opportunity for different economic sectors. Bars, restaurants, supermarkets, and neighborhood stores record sales increases that, in many cases, surpass other peak seasons of the year.
Companies in the sector also adjust their strategies. Advertising campaigns focus on the tournament, special promotions are launched, and distribution channels are strengthened to respond to rapidly growing demand.