With 83 million soccer fans in the U.S¹., tournaments like the Men’s Club World Cup and Concacaf Gold Cup present a key opportunity for wine and spirits retailers to engage multicultural shoppers, especially in Hispanic communities where soccer is more than a game—it’s a celebration.
We spoke with Talia León-Villanueva, Senior Director of Multicultural Commercial Strategy at SGWS, about how your business can meet this moment with cultural relevance and the right product mix.
Soccer as a Cultural Connector
“Soccer is a key passion point for most consumer groups,” Talia shared, “but especially for our Hispanic communities. It’s not just about the sport—it’s about celebrating culture and identity.” According to SGWS data:
- 39% of soccer fans are Hispanic, 39% are Millennials, and 43% are male¹
- 40% attend live sporting events, while 25% watch sports on TV¹
For retailers, this means a more intentional shopper—one looking to stock up for home viewing parties, backyard BBQs, and celebrations with friends and family. For bars and restaurants, that translates to extended dwell time, larger parties, and elevated drink orders—if the atmosphere is right.
Get What Customers Know and Love—With a Twist
Multicultural consumers, particularly Gen Z and Millennials, seek bold flavors and cultural familiarity. According to Talia, “Tequila still reigns supreme, but we’re also seeing rum making a strong comeback this year. And consumers are becoming more open to experimenting with spirits like soju, especially among younger, multicultural groups”.
Brands to Feature:
- Patrón Tequila – A must-have for at-home margarita kits or celebratory shots
- Bacardi Rum – Ideal for tropical punches or frozen drink prep
- Freixenet Sparkling Wine – Great for brunch bundles or game-day toasts
- Yellow Tail Wines – Affordable, crowd-pleasing, and easy to pair
- Franzia Fuel RTDs – Convenient, sessionable, and made for sharing
“Consumers are drawn to brands that align with their culture and values,” Talia added. “We’re selecting brands that are already popular within multicultural groups and have a history of successful multicultural activations. It’s all about aligning with the consumer’s passion and lifestyle.
Look Ahead: Loyalty Starts Now
Talia encourages businesses to take a long view: “It’s important to start building relationships with multicultural soccer fans now, so you’re ready when the big events come around.” With the 2026 Men’s World Cup and 2027 Women’s World Cup on the horizon, connecting with these audiences today builds brand loyalty for years to come. Retailers that lean into culture, convenience, and celebration this summer will win the basket—and build deeper customer connections.
¹Numerator Shopper Profile: Int’l Soccer Shopper n=1,340; 02/28/2025
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