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Of those who plan to watch the global soccer tournament,
66%
State that they plan to view this year's matches at home by themselves or with members of their household.
Quick Insight
As the international tournament kicks off across North American cities in mid-June, CPG brands, retailers, and foodservice operators have a clear opportunity to engage millions of fans across 48 countries.
And it’s not just about viewership, it's about shared experiences. New Circana insights show 24% of consumers plan to watch matches with friends and family outside their household.
For brands, that means more occasions, more connection points, and more moments to win with consumers.
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THE SINGLE SOURCE OF TRUTH FOR
Alcoholic Beverages
Recent market shifts have significantly changed what consumers drink and why. Understanding this evolution and its future implications is essential for retailers and manufacturers who want to win their share of sip.
We provide beverage and alcohol clients expansive retailer POS data assets and wet/dry enhanced projection methodology.
We harmonize this data with NABCA depletions data, all within our industry-leading platform, Unify+™, for a seamless experience.
Join more than 7,000 clients and partners worldwide
It all starts with
Alcoholic Beverage Industry Experts
Boris Oglesby
Executive Vice President, Practice Leader Alcoholic Beverages and Tobacco
“The alcoholic beverage industry continues to respond to the growing consumer demand for better-for-you options, with more low- and no-alcohol products gaining traction."
Drive Alcoholic Beverage Strategy with Precision Data
Circana’s insights go beyond the surface, giving you the tools to make smarter, data-driven decisions. Here’s how we help:
INDUSTRY RANKING
Data Spotlight
Alcoholic Beverage Leaders and Standout Sales Trends
Lager, Red Still, and White Still remain the top three categories by sales, with no changes in their rankings. Noteworthy sales shifts include Premixed Cocktails surging 23.7%, AO Liquor up 9.2%, and AO Wine rising 6.6%. The largest declines are seen in Assorted Beer (-14.6%) and Sour (-29.2%). Most major categories experienced modest declines, with Lager down 0.9% and Red Still down 4.1%.
Source: Circana, Liquid AI™,
May, 2026
Data Source:
Point of Sale (POS) Data
Insights in Action
Circana’s 41st annual Eating Patterns in America report reveals how shifting consumer eating and drinking behaviors are reshaping food, beverage, retail, and foodservice. Based on $1.8 trillion in spending and 618 billion consumption occasions, it delivers a full view of in-home and away-from-home trends — with actionable insights to sharpen innovation, marketing, and activation strategy.
6 Aug 2026
Featured Solutions for Alcoholic Beverage Brands
Circana offers tailored solutions for every corner of the alcoholic beverage industry, helping brands stay ahead in a competitive market.
Channel Performance
From e-commerce to brick-and-mortar, we show you where your products perform best and how to optimize your assortment for each channel.
Pricing and Promotions
We analyze how discounts and pricing strategies impact sales, ensuring you maximize revenue without eroding brand value.
Concept Testing
Before launching a new product, we help you gauge consumer interest and refine your offering. For instance, is your new probiotic formula resonating with your target audience?
With Circana, you get the clarity you need to make confident, growth-driven decisions.
Unsure where to begin? Browse our solutions
Speak to an Expert
We’ll Show You How to Transform
Complexity into Clarity
Find out how we can help your brand grow more. Fill out the form and we will get right back to you.
