---
title: "World Cup beer sales fall short of bars and brewers' expectations"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/293185554.md"
description: "Global beer sales during the FIFA World Cup underperformed expectations, according to Morgan Stanley. The decline was attributed to the early elimination of major beer-consuming nations like Germany and Brazil. CNBC's Ian King discussed these findings with Sarah Simon, head of European consumer staples at Morgan Stanley."
datetime: "2026-07-20T08:43:47.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/293185554.md)
  - [en](https://longbridge.com/en/news/293185554.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/293185554.md)
generator: "portal-rs"
---

# World Cup beer sales fall short of bars and brewers' expectations

Despite the drama on the pitch, this year's FIFA World Cup fell short of expectations on one key metric: global beer sales. According to Morgan Stanley's analysis, the early exits of major beer-consuming nations such as Germany and Brazil contributed to weaker-than-expected sales during the tournament. CNBC's Ian King discusses the findings with Sarah Simon, head of European consumer staples at Morgan Stanley.

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---
> **Disclaimer: This article is for reference only and does not constitute any investment advice.**