How alcohol producers are keeping the World Cup party going

Some popular alcohol brands such as Michelob are sponsoring the World Cup, while others are releasing limited-edition products to capitalize on the festivities.Sammy Kogan/The Globe and Mail

It’s not just sports fans who are following the results of the World Cup. Alcohol producers around the world will be watching how people drink and socialize at home or in pubs and bars over the six-week period, in the hope of boosting sales.

Popular brands, such as Casamigos Tequila and Michelob, have signed up as sponsors while others, including Champagne Taittinger, Don Julio and Smirnoff have released limited-edition labels and packaging to capitalizing on the excitement surrounding the global soccer spectacle.

According to FIFA, nearly 1.5 billion people worldwide watched the finals of the 2022 tournament in Qatar.

Many of the countries competing in this year’s World Cup are wine producers, including the leading contenders: Spain, France, Argentina, Portugal and England. Success in the tournament boosts national pride, raises awareness and increases sales in export markets. Here are two eye-catching ways that brands are looking to add to the merriment of this year’s tournament.

Don Julio 1942 World Cup Tequila (Mexico), $349.95

Don Julio’s classic tall, tapered bottle has been revamped to resemble the World Cup trophy, complete with its gold colour and malachite stopper, to acknowledge its sponsorship of this year’s tournament. The commemorative package holds the 1942 añejo tequila, which is produced in the distilleries smallest pot still and aged in used bourbon barrels. The result is a complex spirit that’s made for sipping, with a sweet and grassy character and a lingering finish that suggests a satisfying mix of mint, peppery and grapefruit flavours. Available at the above price in Ontario, $350.50 in Quebec, $319.99 in Nova Scotia.

Taittinger FIFA 2026 Special Edition Brut Réserve Champagne (France), $129.95

The special edition package of Taittinger’s crowd-pleasing Champagne includes nods to the host countries, including blue for the USA, red for Canada and green for Mexico. A blend of base wines from different years helps to maintain a consistent house style, offering complex flavours of citrus, apple and toasted bread as part of a sweeter character that balanced by a refreshing lemon zest element. Available at the above price in Ontario, $114.99 in British Columbia, various prices in Alberta, $130 in Nova Scotia.