{"id":3618,"date":"2026-07-17T16:14:34","date_gmt":"2026-07-17T16:14:34","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=3618"},"modified":"2026-07-17T16:14:34","modified_gmt":"2026-07-17T16:14:34","slug":"what-a-wonderful-group-of-people-sam-adams-beer-founder-said-the-scots-were-consuming-one-every-12-seconds-at-their-world-cup-peak","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=3618","title":{"rendered":"\u2018What a wonderful group of people\u2019: Sam Adams beer founder said the Scots were consuming one every 12 seconds at their World Cup peak"},"content":{"rendered":"<div>\n<p>But all that frothy foam obscures a cold reality: Beer sales have been struggling globally, and it\u2019s unclear if soccer\u2019s world championship tournament can reverse the trend despite having three countries and 16 cities as co-hosts this year.<\/p>\n<p>Read more <a href=\"https:\/\/crosscountrymovingteams.com\/?p=3616\">Former Obama official on AI anxiety and the depression nobody remembers \u2014 and the training\u00a0model that gives him hope<\/a><\/p>\n<p>In the U.S., beer consumption has fallen steadily for a decade, according to the Brewers Association, a trade group for\u00a0craft brewers. Canada has seen a similar decline, according to the national statistics agency. The Brewers of Europe trade association says the\u00a0story is the same\u00a0in the European Union.<\/p>\n<div>\n<div>\n<div><\/div>\n<\/div>\n<\/div>\n<h4>Consumers are buying less regular beer and more \u2018wellness\u2019 drinks<\/h4>\n<p>Many consumers are cutting back on alcohol for\u00a0health reasons. Last year was the first time in\u00a0Gallup\u2019s polling\u00a0that a majority of Americans \u2013 53% \u2014 said drinking \u201cone or two drinks a day\u201d was bad for one\u2019s health.<\/p>\n<p>While sales of\u00a0non-alcoholic beer\u00a0have grown, they still make up only around 1% of the U.S. market, according to the Beer Institute, a trade group for brewers.<\/p>\n<p>Economic worries\u00a0also have taken a toll on sales. U.S. consumption of all types of alcohol \u2013 including wine and spirits \u2013 fell 5% last year, and affordability concerns were partly to blame, beverage market research company IWSR said.<\/p>\n<p>Craig Purser, the president and CEO of the National Beer Wholesalers Association, said he thinks smartphones and Netflix have taken consumers away from socializing with a cold beer in hand.<\/p>\n<div>\n<div><\/div>\n<\/div>\n<p>\u201cIf you have this behavior where we\u2019re cocooning and we\u2019re not spending time with other folks, that\u2019s going to affect beer consumption,\u201d Purser said.<\/p>\n<h4>World Cup host cities saw a bump in beer sales at stadiums, bars and restaurants<\/h4>\n<p>Enter the World Cup and the soccer fans who traveled from around the world to support their national teams and engage in communal celebration or sorrow.<\/p>\n<div>\n<div>\n<div><\/div>\n<\/div>\n<\/div>\n<p>In the first four weeks of the tournament, beer sales in bars, restaurants, stadiums and other venues rose 14% in U.S. host cities compared to the same period last year, according to the Beer Institute. The bump extended beyond host cities; sales were up 4% nationally, the institute said.<\/p>\n<div>\n<div><\/div>\n<\/div>\n<p>Jim Koch, the brewer, founder and CEO of the\u00a0Boston Beer Co., which makes Samuel Adams and other brands, said the company had to make two emergency deliveries to its Sam Adams Boston Taproom on the first day that\u00a0Scotland\u2019s fans\u00a0were in town.<\/p>\n<div>\n<div><\/div>\n<\/div>\n<p>\u201cAt one point, we were pouring them a Sam Adams Boston Lager every 12 seconds. What a wonderful group of people,\u201d he said.<\/p>\n<p>But that wasn\u2019t all that warmed Koch\u2019s heart.<\/p>\n<p>\u201cI didn\u2019t see a single soul on their phone,\u201d he said, \u201cThey had a beer in their hand and they were talking to each other. They were doing what beer is meant to do, which is helping people enjoy each other\u2019s company.\u201d<\/p>\n<p>Read more <a href=\"https:\/\/crosscountrymovingteams.com\/?p=3614\">Kevin O\u2019Leary claimed opposition to his Utah data center was fueled by Chinese money. Now he and Fox News are being sued for defamation<\/a><\/p>\n<p>The plentiful drinking on display in stadiums stood in\u00a0stark constrast\u00a0to the World Cup held four years ago in Qatar, where the government\u00a0banned the sale\u00a0of alcoholic beer in match venues.<\/p>\n<div>\n<div>\n<div><\/div>\n<\/div>\n<\/div>\n<p>Brewers\u00a0leaned heavily\u00a0into this year\u2019s tournament. Budweiser and Michelob Ultra maker\u00a0AB InBev, the World\u2019s Cup\u2019s official beer sponsor, doled out marketing support to bars and hosted 200,000 watch parties in 40 countries.<\/p>\n<p>Molson Coors said it would spend 60% more than last year on marketing\u00a0in June and July; it also debuted a limited edition soccer ball that can hold 12 cans of\u00a0Miller\u00a0Lite.<\/p>\n<h4>A team\u2019s loss can make supporters cry, but not in their beer<\/h4>\n<p>Maybell Romero, a law professor at Tulane University School of Law in New Orleans, usually prefers cocktails over beer. But she says she opts for beer during the World Cup since it has lower alcohol content than liquor or wine and watching games can be an all-day affair.<\/p>\n<p>\u201cIf I drink cocktail after cocktail, I will not be functional after a few hours,\u201d Romero said.<\/p>\n<div>\n<div><\/div>\n<\/div>\n<p>Romero, who has been watching this year\u2019s matches at bars in Mexico City, said she\u2019s enjoyed trying new beers, especially those with novel ingredients like champagne yeast. She might order an occasional beer once the World Cup ends but expects to go back to mostly drinking cocktails.<\/p>\n<p>Beer consumption was expected to fall in some markets even before the World Cup ended. Shares in AB InBev and\u00a0Constellation Brands\u00a0\u2014 which owns the U.S. rights to Mexican beer brands like Corona and Modelo \u2014 tumbled after Mexico and Brazil were eliminated from the tournament.<\/p>\n<div>\n<div>\n<div><\/div>\n<\/div>\n<\/div>\n<p>Romero observed the mood shift in Mexico City after those losses.<\/p>\n<p>\u201cThe city is collectively depressed,\u201d she said. \u201cEverything is a lot quieter, and people aren\u2019t going out as much.\u201d<\/p>\n<div>\n<div><\/div>\n<\/div>\n<h4>Major sporting events on the horizon allow the beer industry to hold out hope<\/h4>\n<p>Purser remains hopeful the World Cup will remind people how much they like to gather and cheer on athletes, especially with the\u00a0Summer Olympics\u00a0heading to Los Angeles in 2028. Occasions are expanding, he said; college and professional football games are now played on more nights of the week, for example. And beer\u2019s consumer base is widening as more brands put out low- and no-alcohol versions, he said.<\/p>\n<p>In May, the NCAA reversed its long-standing ban on alcohol advertising during March Madness, allowing makers of beer, wine, spirits and hard seltzer makers\u00a0to sponsor\u00a0the college basketball tournaments for the first time starting next season.<\/p>\n<p>The Boston Beer Co.\u2019s Koch said he\u2019s not fretting until then.<\/p>\n<p>\u201cPeople worry that the beer business has declined for a few years, and I always remind them that beer has been a part of human society, human civilization, for 10,000 years,\u201d he said. \u201cBeer will always be a part enhancing our enjoyment of our lives and the time we spend on this earth.\u201d<\/p>\n<p>Read more <a href=\"https:\/\/crosscountrymovingteams.com\/?p=3612\">Top CD rates from major banks on July 17, 2026: Chase CDs, Bank of America CDs, Citibank CDs, and more<\/a><\/p>\n<div>\n<div>\n<div><\/div>\n<\/div>\n<\/div>\n<p>___<\/p>\n<p>AP Video Journalist Rodrique Ngowi contributed from Boston.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Scotland&#8217;s fans drained Boston&#8217;s taps dry during the World Cup, and Jim Koch says it&#8217;s proof beer still beats Netflix at bringing people together.<\/p>\n","protected":false},"author":1,"featured_media":3617,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-3618","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-world-cup"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - 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