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THE WORLD CUP DRINKING REPORT 2026
What did Europe drink during the World Cup?
The 2026 World Cup was played in North America and watched in Europe's bars, pubs and cafés. Fyre measured what happened at the till: 30,521 like-for-like venues, 124M transactions, four markets, every group-stage night. One view of how 104 matches changed what Europe ordered, when it ordered, and where.
🇫🇷 France 🇬🇧 United Kingdom 🇩🇪 Germany 🇳🇱 Netherlands
30,521
VENUES ANALYSED
like-for-like panel • FR, UK, DE, NL
+26%
UPLIFT ON ENGLAND MATCH NIGHTS
vs other tournament days • the strongest of four markets
124M
TRANSACTION ANALYSED
plus 134M beverage line items
15
NATIONAL-TEAM MATCHES MEASURED
group stage & round of 32
Read the report
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