BrewboundTrend Report 06Insight 6 of 6
Rising to the Occasion
On-premise, events powering bev-alc growth this year
Overview
Consumers' growing desire for in-person get togethers is marking a structural shift in U.S. drinkers' relationship with alcohol.
Beer industry leaders have been beating the drum to get younger consumers out of their homes, off the apps and into bars to socialize. And there are signs the comeback is finally taking hold with consumers "aggressively" spending on alcoholic drinks away from home, to the tune $2 on bev-alc away from home for every dollar they spend at home, Lester Jones of the National Beer Wholesalers Association recently shared.
The drive to socialize came alive in the first half of 2026, thanks to a host of major events, from America 250 and Fourth of July celebrations and more than five weeks of FIFA World Cup matches that brought an influx of international travelers willing to belly-up to bars, down pints and empty kegs.
The full on-premise scorecard: World Cup, host cities and where beer goes next
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6 min read · Brewbound · First half 2026
