The 2026 Cup isn’t just filling stadiums; it is also driving tequila consumption, cementing its status as Mexico’s ultimate cultural ambassador. While global figures for the tournament are still being tallied, global brands and producers like Don Julio and Casamigos have deployed aggressive campaigns in airports and host cities to capitalize on the arrival of millions of visitors.

The enthusiasm of foreign fans has flooded social media, with viral videos showing them sharing the iconic drink with locals ahead of the matches. This phenomenon aligns with a strategic milestone for the sector: according to the Consejo Regulador del Tequila (CRT), the industry is shifting toward higher-value products, recording an 8.9% growth in the production of 100% agave tequila at the start of the year.

Furthermore, the global market for this spirit is projected to reach $13.1 billion this year, driven by the hospitality sector and international exposure. World Cup tourism—which is expected to generate an economic impact of 11.32 billion pesos in Guadalajara alone—confirms that while visitors come for the football, they stay for Mexico’s rich culinary heritage. Off the pitch, tequila is already winning by a landslide.