Constellation Brands says its U.S. beer business is bouncing back, and major sporting events are getting much of the credit.
After a slow start to 2026, the company — which makes Corona Extra and Modelo Especial — reported strong quarterly results on Tuesday, with beer sales climbing about 2% during the three-month period ending May 31. That marks the second consecutive quarter of gains following three straight quarters of declining sales.
Company CEO Nicholas Fink pointed to the excitement surrounding both the soccer World Cup and the New York Knicks’ run to their first NBA championship since 1973 as key factors driving people to gather and drink together.
“It was great to see both World Cup and some of the energy that we saw in one of our key markets like New York, (from) the Knicks which … (provided) some lift,” Fink said during an earnings call.
He added that scenes of fans watching games together in public spaces underscored the connection between big sporting moments and beer consumption.
“The pictures from New York, I thought, were remarkable, to see young people being together, watching the game projected on the sides of buildings, and those are beer occasions,” Fink said.
The beer industry has been facing headwinds in recent years, including consumers shifting toward healthier habits, the rising use of weight-loss medications, and financial pressure from higher living costs. Sporting events are offering a rare opportunity to reverse that trend.
Suzy Davidkhanian, an analyst at eMarketer, noted that the U.S. is experiencing an unusual combination of events this summer — hosting the World Cup, celebrating the Fourth of July, and marking the country’s 250th anniversary — all of which are encouraging people to spend on barbecues, watch parties, and other social gatherings.
International visitors attending World Cup host cities are also expected to add to that spending boost, she said.
Hamish Campbell, a drinks specialist at Denomination, highlighted the cultural connection between soccer and Hispanic communities as a particular advantage for brands like Corona and Modelo.
“There is a huge amount of passion for football, soccer in Hispanic culture,” Campbell said, noting that Mexican fans celebrating around the world are helping those brands connect with a core part of their customer base.
