The entire sports world is tuned in to the 2026 World Cup, much of which is taking place in the United States. And this iconic tournament has been doing wonders for California’s beer industry.

A recent economic research study from the New Beer Institute showed that California’s on-premise beer sales are up 17.9% year-over-year through the first two weeks of the World Cup. What’s more, total beer consumption in terms of volume is up 3.1%.

The biggest reason for this is World Cup celebrations at bars, restaurants and other watch party venues while games are underway. The fact that several World Cup matches (including two Team USA group- stage games) have taken place at SoFi Stadium and several others at Levi’s Stadium in Santa Clara have helped with this.

Then there’s the fact that California soccer fans have had many reasons to cheer with beers in celebration during this World Cup, especially regarding North American teams. While USA lost to Türkey on June 25, the American squad still won its group and advanced to the knockout stage.

Mexico’s national team went 3-0 in its group-stage games and is firing on all cylinders heading into the knockout round. Canada also moved on after tallying four points in its three group-stage games.

It’s safe to assume that beer consumption in California will continue to climb as the World Cup progresses, especially if these teams make deep tournament runs.