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Special Report
Beer's Big Comeback? 2 Stocks Poised to Benefit in 2026
By Chris Markoch. Publication Date: 12/24/2025.
Article Highlights
- Global sporting and cultural events could drive a short-term rebound in beer demand in 2026.
- Premium beer brands are outperforming the broader category, benefiting Constellation Brands.
- Molson Coors’ legacy brands are well-positioned for volume-driven consumption tied to major events.
After several years of slipping consumption trends and competition from ready-to-drink (RTD) cocktails and hard seltzers, 2026 could be the year beer returns to favor. Goldman Sachs analysts say 2026 offers a rare combination of tailwinds for brewers: the FIFA World Cup, the Summer Olympics, and the United States' 250th anniversary.
Major events like these give people more reasons to gather, which tends to boost beer consumption. Historically, large sporting and cultural events have lifted beer sales, providing some of the top stocks with a temporary but meaningful increase in volume.
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For investors, this presents a chance to participate in a potential cyclical upswing in demand for alcoholic beverages. Two stocks appear well positioned to benefit: Constellation Brands (NYSE: STZ), the company behind Modelo and Corona, and Molson Coors (NYSE: TAP), a legacy brewer that has diversified beyond traditional beer. Both offer distinct ways to capitalize on a potential rebound that could help lift consumer staples stocks out of their doldrums.
Why Beer Sales May Still Go Flat
By now, investors are probably growing weary of hearing about the bifurcated economy. But it is impossible to forecast 2026 without acknowledging that there is more uncertainty than clarity about the macro environment.
Inflation is trending lower but remains well above the Federal Reserve's 2% target. Several analysts warn that a renewed bout of inflation is possible if the Fed eases policy and returns to quantitative easing (QE).
The labor market is also a risk. When consumers worry about job security, discretionary purchases such as beer are often among the first items to be trimmed from household budgets.
Brewers must also find ways to reach Gen Z, which is drinking less alcohol for both affordability and health reasons. The industry is likewise competing with cannabis, now legal in many states and increasingly the substance of choice for younger consumers.
Constellation Brands: Premium Beer Leadership With Margin Strength
Premium beers have fared slightly better in recent years, which supports a case for Constellation Brands. The company is a leader in the ongoing premiumization trend within the beer category. In fact, more than 94% of the company's sales come from beer.
Constellation has steadily gained U.S. market share with Modelo Especial and Corona Extra imports, which are widely distributed on shelves and draft lines nationwide. Its pricing power and operational efficiency have helped maintain strong margins despite volatile input costs over the past two years.
Looking ahead to 2026, Constellation's brand portfolio is well aligned with the celebratory tone expected around global events. Greater on-premise consumption, cross-promotions during the World Cup and Olympics, and marketing tied to U.S. celebrations could all support higher volume growth.
Constellation is a contrarian growth bet with diminishing risk. Analysts are forecasting roughly 30% upside for STZ stock. One factor supporting that view is the company's growing free cash flow, which has improved despite year-over-year sales declines. The company's dividend, yielding 2.93% as of this writing, appears secure.
Molson Coors: A Volume Play on Major Events and Core Brands
Molson Coors has spent the past several years reinventing itself after a period of stagnation, pivoting toward modernization through brand refreshes, improved marketing, and expansion into "beyond beer" categories like hard seltzers, spirits, and non-alcoholic beverages.
Those efforts have not yet been reflected in TAP's share price, which is down nearly 20% in 2025. However, 2026 could be the year the company benefits from refocusing on its core strengths.
The core portfolio—anchored by Coors Light and Miller Lite—stands to gain the most from a volume rebound tied to next year's global and national events. Molson Coors' logistics footprint and deep retailer relationships position it well to capture incremental on-premise sales as major sports and anniversary celebrations unfold.
Molson Coors also has a compelling free cash flow story. Recent cost discipline and debt reduction have improved margins and financial flexibility, setting the stage for potential shareholder returns through dividend growth or buybacks.
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