How 250th anniversary and FIFA World Cup will boost drinks sales in US lodging channel – Market Intel

Last updated: 10/07/2026 at 11:26 AM

10 June 2026

12 Min Read

The lodging channel has always played a central role in on-premise drinks consumption in the US. The busy schedule of events in the country over the coming months will significantly amplify its importance.

Patrons in a hotel bar enjoying drinks

Credit: Monkey Business Images/iStock

In the US this summer, 250th-anniversary celebrations, a packed slate of sport and a subsequent rise in domestic travel will fuel beverage demand in the country’s hotel and lodging channel. Here’s a look at the dynamics that drinks brand owners need to understand to make the most of the peak season.

More than 40% of visitors to premium and luxury hotels in the US opt for wineHot coffee, purchased by 43% of visitors, is the most popular non-alcoholic choice in the country's lodging channelOver the next 12 months, 37% of US consumers expect to drink beer, 34% wine and 30% cocktails during their hotel staysJust over 60% of US business travellers have combined a work trip with a vacation in the last year, turning a business trip into ‘bleisure’In the US this summer, 250th-anniversary celebrations, a packed slate of sport and a subsequent rise in domestic travel will fuel beverage demand i

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AB InBev
Bacardi
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Diageo
Moët Hennessy
Pernod Ricard
Proximo Spirits
Suntory Global Spirits
William Grant & Sons

CGA by NIQ’s Reach survey provides insights from 34 countries around the world, covering around 27,500 on-premise consumers and 525 operators. It provides accurate and up-to-date analysis of consumer sentiment across Europe and beyond, fusing with other CGA research sources for a 360-degree view of the sector. For more details, contact CGA by NIQ client solutions director George Argyropoulos at [email protected]

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