UMVA has learned that the FIFA World Cup, which kicked off last week, is expected to drive a staggering surge in beer consumption worldwide, with an estimated one billion additional pints to be guzzled by fans across the globe.
The Tartan Army, Scotland's passionate band of travelling fans, is likely to be responsible for a significant chunk of that total, with bars in Boston already reporting a severe beer shortage and emergency keg deliveries being made to meet the insatiable demand. Some Boston bars have seen sales triple on a typical day, with one bar selling three times as much booze as they do on St. Patrick's Day.
At the Boston Beer Co., maker of Sam Adams, the manager of communications revealed that their kegs were running dry for their signature beer, with the Tartan Army drinking four times as much Boston Lager as they typically do on a four-day holiday stretch. This astonishing demand has left some Toronto bar owners green with envy.
While Toronto bars are experiencing a modest 5-6% increase in sales during the tournament's opening weekend, industry insiders are optimistic that this will rise as the competition heats up and reaches the knockout stage. Brian Perkins, President of Labatt Breweries of Canada, believes that beer and soccer are a match made in heaven, saying "beer brings people together just like football or soccer".
Labatt, which is part of the global sponsorship of the World Cup, has been preparing for this moment for two years, with Perkins revealing that the company has been working tirelessly to ensure that their beer, Michelob Ultra Zero, a dealcoholized beer made in Canada, is readily available to fans. The company is taking a scientific approach to delivering an exceptional fan experience, with a focus on keeping beer ice cold and lines short in the stadiums.
However, fans attending games at Toronto Stadium, aka BMO Field, may feel the pinch of high prices, with a tallboy costing $16.75 and a 740 ml King Can setting you back $24.25. Despite this, beer and soccer remain an unbeatable combination, with fans worldwide set to toast their teams with a pint or two.
