Beer sales have declined, and the World Cup is a big opportunity to get Americans chugging again Coors Light owner Molson Coors is readying its largest marketing spend on a live sporting event for a decade for this year's World Cup. Molson Coors A version of this post appears in the CMO Insider newsletter. You can sign up for Business Insider's weekly marketing newsletter here . Americans are drinking less alcohol than they have in decades, and beer is feeling the hit . The FIFA World Cup 2026 is a huge opportunity to get Americans chugging again. Molson Coors North America CMO Sofia Colucci told me the company is making its largest media investment in a live sporting event in the last decade — despite not being an official World Cup sponsor. Mediaocean, a platform that manages ads across TV and digital, said the beer category is spending 20 times as much on advertising for this year's tournament versus Qatar 2022 .…