In Mexico, where Grupo Modelo is its main market, volumes remained stable and exceeded the industry average. The company also highlighted the progress of its digital platform TaDa Delivery, which handled 4.2 million orders, representing a 3% increase over 2024. The company implemented revenue management measures in the fourth quarter to offset the impact of transactional currency fluctuations. Brands like Dos Equis, Tecate Original, and Indio showed constant resilience with low-digit volume growth. Meanwhile, AB InBev reported an annual growth of just 0.5% in 2025 for its Latin America region. “If we don’t ensure we have warehouses with sufficient stock early on, we won't be able to go and supply them,” warned Leopoldo Andrés. This strategy aims to mitigate the risk of shortages caused by the increase in the floating population and traffic complications in host cities. Karla Siqueiros, general director of Cerveceros de México, noted that the industry's focus is on operational preparation to guarantee supply continuity and logistical coordination in high-traffic areas. The body, which groups giants like Modelo and Heineken along with craft brands like Minerva, Colima, and Allende, acts as an interlocutor with authorities for the design of public policies and regulations. The relevance of this deployment is evident when analyzing the “World Cup basket”: according to Deloitte data, 65% of this spending corresponds to alcoholic beverages, followed by 25% of non-alcoholic beverages and 20% of snacks. Previous experiences, such as the 2022 FIFA World Cup in Qatar, show that these categories can grow up to 10% annually, significantly outperforming trends from regular years. In the tournament that Mexico will host, the home is set to be the main center of consumption, where 65% of fans will watch the matches, generating an estimated outflow of 181 million dollars. This is added to the impact on the Fan Fests, where more than 4.2 million people are expected to attend, forcing breweries to operate with distribution schemes for various consumption occasions. Currently, 73% of the inputs for national beer are of Mexican origin, which facilitates meeting demand and strengthening local chains. According to Siqueiros, 80% of the market is distributed through one million points of sale, including corner stores and supermarkets, while the remaining 20% corresponds to the on-site consumption channel, such as bars, hotels, and stadiums. However, the traditional channel has shown warning signs: NielsenIQ reported that the sales volume of alcoholic beverages in “corner stores” decreased by 5.4% in the last year. Despite this, beer remains the second-largest selling category in these establishments, surpassed only by soft drinks. Raquel Jiménez, customer success leader for Mexico at NielsenIQ, warned that the challenge for the industry will be to supply several times a day to businesses located within a two-kilometer radius around the Fan Fests. The specialist specified that while supermarkets focus on planned purchases, stores like Oxxo, Six, and 7-Eleven fulfill a mixed function of impulse and planning, demanding everything from individual presentations to family packs. The beer industry comes from a sales reduction in 2025. Despite the good sales opportunities for this year, it is a reality that companies are navigating a context of weakened consumption during the last year, where the traditional channel—the axis of beverage commercialization—faces severe capacity challenges. In 2025, Heineken's sales volume in the Americas region fell by 2.8%, while its net income retreated by 1% compared to the previous year, reflecting macroeconomic pressures in key markets like Mexico, the United States, and Brazil. According to its annual financial results, Heineken's net income in Mexico grew only by a low single digit, while its volume decreased slightly below the market. Led by Grupo Modelo, owned by multinational AB InBev, and the Dutch Heineken, owner of the brands that belonged to Cervecería Cuauhtémoc Moctezuma, the beer industry has a production capacity of 136.9 million hectoliters per year and expects a demand increase of up to 20% due to the upcoming 2026 FIFA World Cup. To ensure supply during the sporting event, Heineken is currently defining key clients in key zones in Monterrey, Guadalajara, and Mexico City, covering everything from Fan Fests to self-service stores. Leopoldo Andrés, secondary logistics director for Heineken México, detailed that the firm will rent 30 warehouses—10 for each venue—and place containers at strategic points of sale like Oxxo and Tiendas Six to strengthen the available inventory. “We are concerned that there are works that may not be completed in time and that will disrupt all our logistics, because it will increase the number of people in the city.”
