Daniel Madden of London, speaking at halftime of England’s World Cup group stage match with Panama at MetLife Stadium, offered an honest assessment of whether he would continue to follow the team through the knockout rounds.
His decision-making process was very data-driven.
“I’ve not had enough beers to say yet,” he said in a voice that made it clear he already had had a few.
We’re not sure if Madden continued on with the team. But it seems likely he — and tens of thousands of his friends — continued drinking beer.
It was the thing to do at that match — and apparently every other at MetLife Stadium and around the area.
In what can only be described as key and essential post-event research, it was determined that fans in the New Jersey/New York area drank more beer than in any of the other 10 host cities in the United States.
So said Dr. Andrew Heritage, the chief economist at the Beer Institute (apparently there is such a place, headquartered in Washington, D.C.)
According to the institute, the New York/New Jersey metro area saw a great increase in sales at bars and restaurants, helping it top Dallas, Boston (which apparently ran out at times), Los Angeles and Houston.
The institute offered the following data points
- The World Cup drove an estimated 2 million incremental cases of beer sold in the on-premise nationwide over the course of the tournament;
- On-premise beer sales in host markets rose +11.1% year-over-year. Nationally, on-premise sales rose +2.8% during the tournament;
- Stadium concessions were the standout channel, up +24.5% in host markets;
- The “watch party” effect was strongest in host cities. Bar and tavern sales rose +13.3% in host markets. Non-host markets also saw an impact as the bar/tavern channel increased +1.1% over the entire course of the tournament;
- In counties closest to action, mainstream beer led all segments, generating an estimated 695,000 incremental cases, up +42.4%.
Heritage offered his take.
“New York and New Jersey were the epicenter of World Cup beer sales this summer,” he said. “The broader New York and New Jersey market led all hosts with an estimated 446,000 additional cases over the course of the tournament. Fans showed up in a massive way, and beer was at the center of every gathering.”
This, of course, won’t be a surprise to soccer fans. For them, beer is part of the experience.
So said Gary Holberry.
He came over from Yorkshire, England, to see a World Cup game with his son Josh (they’re pictured above). Gary Holberry called it a memory that will last a lifetime. One they enjoyed together — with beer.
