Beer led the lift. On-premise beer sales climbed 14% in US host cities and 4% nationally, according to the Beer Institute. The concentration was extreme. Fans drank roughly 290,000 stadium beers across the six matches in Philadelphia alone, per FIFA organizers.

Vodka is the best-selling spirit in America, and it is also the one your staff are most likely to sell on autopilot. Someone walks up, asks for "a bottle of vodka," you point at the shelf, they grab the brand they saw in a commercial, and the sale is done. No conversation, no upsell, no reason for them to come back to you instead of the grocery store down the street.