World Cup Boost Taking Shape for Beer

Dear Client: Beer's been banking on a boost from the World Cup, and roughly one-third of the way through the tournament, it's clear there has been some lift. How do we know? Well, we talked with the man who monitors and compiles the industry's "most comprehensive data set." That man being  Beer Institute chief economist Andrew Heritage, and that set being the trade org's STR database, which covers nearly 90% of U.S. beer volume across the on- and off-premise. So,