More than half of Mexico’s expected economic windfall from the World Cup will be from beer sales
Of all the factors that will contribute to Mexico’s expected economic windfall from co-hosting the upcoming World Cup, beer seems to be the clear champion. According to a recent report from Deloitte, the leading multinational professional services firm, beer sales will account for between 55% and 65% of total spending related to the World Cup. The increased demand will require logistical adjustments by the breweries, such as increasing delivery trucks by 25% (Facebook) According to Deloitte, beer sales in the host cities of Mexico City, Guadalajara and Monterrey could increase by up to 9.9% during the tournament, which translates to triple the usual profit the brewing industry experiences in that period in years without sporting events of the World Cup’s magnitude. The increase will be driven both by increased consumption by locals and the arrival of thirsty international visitors. In Mexico, per capita beer consumption reaches 68 liters annually, positioning the ind...