Press Release
Beer Distributors Help Deliver a World Cup to Remember
From packed watch parties to sold-out stadiums, NBWA members keep beverages flowing throughout the 2026 FIFA World Cup™
ALEXANDRIA, Va. – America’s beer and beverage distributors worked behind the scenes throughout the 2026 FIFA World Cup™ to deliver memorable experiences for millions of soccer fans across the country.
Whether fans were watching from a packed sports bar, local watch party or inside the stadium, 135,000 beer distribution professionals kept the good times flowing with expanded delivery schedules and special fan events.
“The last month has been a powerful reminder of the role beer plays in bringing people together, and that doesn’t happen without the hard work and local expertise of America’s beer distributors,” said National Beer Wholesalers Association (NBWA) President & CEO Craig Purser. “From coast to coast, NBWA members played a vital role in sharing our country’s vibrant beer industry with fans from around the world. Cheers to a memorable summer!”
Purser recently spoke with the Associated Press about the industry’s optimism that the World Cup reminded people how much they enjoy socializing in person with a cold beer in hand.
Read World Cup stories from NBWA members across the country:
Boston, MA: Burke Distributing Corporation
One of the highlights of this World Cup was Scotland’s “Tartan Army” taking over Boston with contagious enthusiasm — and an unquenchable thirst for beer. Burke Distributing Corporation helped local pubs prepare for the influx of bagpipe-blasting visitors, adding Saturday truck routes and continuously running second loads to meet demand.
“The two weeks the Scots were playing were two of the largest weeks we have had in decades,” said Chief Growth Officer Kristen Burke. “It was honestly one of the most special experiences I have ever had the privilege of witnessing (which is saying a lot coming from Title Town!)”
The company sold 600 barrels of Scottish lager Tennent’s during those two weeks — roughly 10 times its typical annual volume. Employees worked around the clock to meet demand for the entire World Cup, resulting in a 20% volume lift for June with on-premise up 46% and draft up 53%.
Burke says the company’s operations team “ran a master class” on balancing the physical demand on drivers’ bodies while ensuring not a single delivery was missed. The result of their efforts: a month the city will never forget.
“Just pure joy throughout the streets,” said Burke about the World Cup experience.
Dallas, TX: Ben E. Keith Beverages
Pictured: Ben E. Keith Beverages’ Fort Worth stadium team (Daniel Saldivar, Steve Cervantes, Ruben Jaquez, Todd Parnell, Adrian MacDonald, Randall Baker, Inmond McCorkle, Mark Adams, Cliff Smith, Will Estes, & Valdemar Gonzales)
To meet demand for the largest sporting event ever hosted in the Dallas-Fort Worth Metroplex, Ben E. Keith Beverages’ team has been on the move:
- Added extra delivery routes during the tournament to meet retailer needs
- Stationed dozens of BEK employees at Dallas Stadium to make sure there was plenty of product on hand
- Hosted hundreds of Michelob ULTRA and NÜTRL activations across North Texas
- Supplied official watch parties in Dallas and Frisco, including the FIFA Fan Festival at Fair Park which had capacity for about 35,000 fans each day
Beyond the flagship venues, distributors like Ben E. Keith Beverages play a critical role in supporting small- and mid-size businesses experiencing a once-in-a-generation surge in traffic and visibility.
“FIFA World Cup 2026™ is so exciting because we get to welcome the world and Ben E. Keith is helping us do that!,” said Feargal McKinney, owner of local businesses Old Monk, The Skellig, Spider Murphy’s and Kilmac’s. “We couldn’t ask for a better partner. They understand our business and our customers, and they make sure we were ready to celebrate every goal.”
Kansas City, MO: Central States Beverage Company
As Kansas City prepared to host World Cup matches, Central States Beverage Company played a key role in helping meet increased demand. To keep retailer accounts stocked in the Power & Light District — the city’s official hub for tournament festivities — Central States increased deliveries from one to three times per week.
That hard work was reflected in sales growth: the company’s Power & Light District volume was up 237% over the six-week period, with its Molson Coors portfolio up 160% and Guinness Draught up nearly 3,000%.
Central States’ team also hosted over 65 Truly samplings at area bars, helping drive a 50% on-premise lift, and helped showcase local craft brewer Boulevard Brewing Co. with impactful store displays.
Allen, TX: Andrews Distributing Company
Scots weren’t the only fans to take America by storm. The Netherlands’ “Orange Legion” arrived in huge numbers, marching through cities behind their iconic Oranje Bus.
One memorable stop for the bus: the Andrews Distributing Company facility in Allen, TX, to fuel up on Heineken before the team’s next match in Houston. During the event, Andrews team members had the opportunity to experience the double-decker up close and personal, and cheer together with the Dutch fans on board.
“With North Texas at the center of this global occasion, the Andrews team has prepared for months to ensure our portfolio of brands are stocked, fresh and ready for soccer fans to enjoy,” said Mike McGuire, CEO and Co-Managing Partner at Andrews. “We were honored to partner with Heineken to host the Netherlands’ iconic Orange Bus, and to bring the spirit of the biggest sporting event in the world to our Allen Hometown team!”
Click to watch a video of the event.
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The National Beer Wholesalers Association (NBWA) represents America’s 3,000 independent beer distributors who service every state, congressional district and media market across the country. Licensed at the federal and state levels, beer distributors get bottles, cans, cases and kegs from a brewer or importer to stores, restaurants and other licensed retail accounts through a transparent and accountable regulatory system.
Distributors build brands of all sizes – from familiar domestic beers to new startup labels and imports from around the world – and generate enormous consumer choice while supporting more than 135,000 quality jobs in their home communities. Beer distributors work locally to keep communities safe by sponsoring programs to promote responsible consumption, combat drunk driving and reduce underage drinking.