The Long, Hot, Beer Summer that Wasn’t

Dear Client: In January of this year at the Summit, your editors (and many on that stage), maintained a bullish attitude on beer prospects for the Summer of 2026, given the easy comps last year, plus a World Cup on home soil with eleven U.S. host cities, matches landing in prime drinking hours, A-B as official beer partner hosting 200,000 watch parties across 40 countries, Molson Coors saying it would spend 60% more on marketing in June and July than