The Colombian National Team matches generate a significant increase in the consumption of liquor and beer, with increases of up to 17% and 9% respectively, according to data from NielsenIQ (NIQ). This phenomenon reflects how sporting events not only arouse passions, but also positively impact various industries, including bars, restaurants and neighborhood stores. The excitement and social gatherings fueled by football make these events an opportunity for alcohol brands to capitalize on fan enthusiasm.
The impact is not limited to alcoholic beverages. During events such as the Copa América, the consumption of oral serums and isotonic drinks also registered increases of 14.5% and 9.3%, respectively. This behavior forces establishments to adjust their inventory and assortment strategies to meet consumer demands.
This consumption pattern intensifies at key moments, such as the qualifiers for the 2026 World Cup. According to Carol Páez, from NielsenIQ, sectors such as commerce and the beverage industry experience peaks in sales due to the enthusiasm generated by crucial matches, such as the clashes of Colombia against Uruguay and Ecuador in November.
Football, in addition to being a catalyst for emotions, becomes an economic engine that benefits multiple sectors. This positive impact reinforces the importance of sporting events as a platform to boost commerce and strengthen the connection between brands and consumers.
What factors contribute to the increase in alcohol consumption during major sporting events like football matches?
Interview Between Time.news Editor and Carol Páez, NielsenIQ Expert
Time.news Editor: Thank you for joining us today, Carol. With recent data showing significant increases in liquor and beer consumption during Colombian National Team matches, how do you think sporting events like these impact consumer behavior?
Carol Páez: Thank you for having me. Sporting events, particularly football, truly have a unique ability to unite people and evoke strong emotions. Our data highlighted a 17% increase in liquor and a 9% rise in beer consumption during these matches. This trend illustrates how football not only fuels our passion but also directly influences consumer spending patterns, benefiting bars, restaurants, and local shops.
Time.news Editor: That’s fascinating. It’s not just alcohol, though, is it? You mentioned that during events like Copa América, there is also a rise in consumption of oral serums and isotonic drinks. What does this tell us about consumer needs during sporting events?
Carol Páez: Exactly! We observed an increase of 14.5% in oral serum consumption and 9.3% in isotonic drinks. This reflects a broader trend where fans are becoming more health-conscious while enjoying the excitement of a match. During intense games, consumers are increasingly looking for ways to stay hydrated and energized. This shift creates an opportunity for brands to innovate and offer products that cater to these dual needs of social enjoyment and health.
Time.news Editor: Insightful points, Carol. As we approach crucial matches for qualifiers, what advice would you give to local businesses and brands looking to capitalize on this surge in consumption?
Carol Páez: Local businesses should prepare for spikes in demand by adjusting their inventory accordingly. It’s essential to analyze past sales data to forecast which products will be popular. Additionally, promotions around key matches can attract fans to stores and establishments. Collaborating with local sports events and creating engaging marketing campaigns that align with the excitement of the game can also help strengthen brand connections with consumers.
Time.news Editor: It sounds like football acts as a powerful economic engine. Can you elaborate on how this supports various sectors beyond the beverage industry?
Carol Páez: Absolutely. Football matches create a ripple effect across various sectors. Whenever significant matches occur, we notice spikes in sales not just in beverages but also in food, merchandise, and even transportation services. This impact highlights the economic importance of sporting events as they serve as platforms for brands to engage with fans and drive commerce. For many local businesses, these events are pivotal for their success.
Time.news Editor: Thank you, Carol, for shedding light on these intriguing insights about the intersection of sports and consumer behavior. Is there any final thought you’d like to share with our readers?
Carol Páez: I encourage local business owners to think creatively about how they can enhance the consumer experience during these sporting events. Engaging fans in a way that combines enjoyment with brands could be the key to unlocking new growth opportunities. Remember, it’s not just about selling products; it’s about creating memorable experiences that connect fans to their favorite teams and brands.
Time.news Editor: Thank you for your valuable insights, Carol. It’s clear that sporting events like the Colombian National Team matches provide significant opportunities for various industries, and we appreciate you sharing these strategies with our readers.