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

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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 .

Hosted across the US, Canada, and Mexico, this summer's tournament is on home turf,…