The drinks are on fire.

Americans are generally brilliant business people. Anything that generates income, they can provide. But when it comes to beverages, specifically beer, the whole country is baffled. Why would fans drink all the beer they stockpiled?

"The Tartan army," the passionate Scotland supporters, left Boston for home. Then came the ever-out-of-the-box German fans... The World Cup festivities continued. The city was filled with vibrant colors, the streets crowded with people, and cheers and shouts echoed day and night.

As usual, football viewing spots, bars, and restaurants were packed. But what's noteworthy is that most establishments selling drinks in Boston were completely out of beer. The reason is that tens of thousands of Scottish fans had consumed all the beer and liquor available. Luckily, Germany was eliminated, otherwise, it would have been difficult for bars to meet the demand for draft beer from the German crowd. Bars in Boston were scrambling to restock. It was quite common for a single bill to include over 100 glasses of beer. The Piont bar in downtown Boston announced it was out of beer just hours after opening, with even the cold storage in the basement empty. Interestingly, each glass of beer here costs between $12 and $17.

Fans drink beer in a New York restaurant while watching the World Cup .

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It wasn't just Boston; the same thing happened in Texas. When the English team played there, at the famous Londoner's Pub alone, English fans consumed over 5,000 beers, resulting in the pub's beer revenue exceeding $40,000 in a single evening. In Dallas, Kansas City, Houston... in most cities hosting games, beer was a hot topic, discussed daily. The only thing bars did was try to import as much beer as possible. Of course, selling a lot of beer would lead to fast food. But that wasn't the most important thing, and bars weren't willing to serve food anyway, as it would be too time-consuming. Beer alone was enough.

Currently, English and French fans, known for their ability to drink alcohol without getting drunk, are increasingly flocking to the World Cup, promising to sweep through bars and pubs in major American cities. A widely reported story in the American press in recent days is about Jim Koch, co-founder of the Boston Beer Company and creator of the Samuel Adams brand. American newspapers report that he started brewing beer in 1984 and owns one of the largest breweries in the United States. In just the first two weeks of the 2026 World Cup, his pub sold three times the usual amount of beer. The rate of beer sales is also phenomenal, at 400 liters per hour.

Of course, for financially struggling fans and journalists who braved the hardships to attend the World Cup, a glass of beer is equivalent to a meal. But for fans, spending hundreds, even 1,000 USD, on a get-together to support their beloved team is a wonderful experience.

The 2026 World Cup is only a little over halfway through. It's unclear whether the US will have enough beer for all the fans, but with their brilliant business minds, they probably won't let this lucrative revenue stream go to waste!

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Source: https://www.qdnd.vn/the-thao/worldcup-2026/chay-do-uong-1047533