The VinePair Podcast: Can Brands and Bars Score With the World Cup?

The U.S. is gearing up to host most of the 2026 World Cup. Beverage-alcohol brands and bars always expect to move tons of booze during most sporting events, but they’re especially expecting to do so during this year’s tournament. Brands and sports bars are launching soccer-themed products, partnerships, and activations, hoping to generate hype among fans and rake in cash.

Today on the “VinePair Podcast,” Adam, Joanna, and Zach discuss whether the companies that are counting on the upcoming World Cup as a major driver of business might be let down. How big is America’s appetite for soccer, really? Will tourists, who have already paid for travel and tickets, even want to spend more on drinks?

Zach is drinking: Vesper Sentinel at Driftwood
Joanna is drinking: Rice Lager from Saltfields Brewing
Adam is drinking: Martini at Le Veau d’Or

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The article The VinePair Podcast: Can Brands and Bars Score With the World Cup? appeared first on VinePair.