Here’s How Beverage Brands Are Showing Up For The North American World Cup

BusinessFood & DrinkHere’s How Beverage Brands Are Showing Up For The North American World CupByAndrew Watman,Contributor.Forbes contributors publish independent expert analyses and insights. I cover innovation across the food & beverage landscape.Follow AuthorJun 11, 2026, 11:13am EDTYerba Madre yerba maté is activating for this year's World CupYerba MadreAs the FIFA World Cup kicks off today, brands around the world work to capitalize on all of the eyes that will be glued to TV screens for the next month for one of the most grand global events we have–and they’re all sure to have a beverage in hand while watching. With three host nations across North America, there’s a rare opportunity this year to engage with American audiences through in-person activations, media spots and cultural relevance. These four beverage brands are taking unique approaches to make an impact during this year’s World Cup:Yerba Madre loose leaf and gourdyerba madreYerba Madre“The World Cup in North America will easily be the biggest moment for maté in its history in the United States,” AJ Blumenthal, Yerba Madre Head of Marketing, tells me. “The fact that it is in the US, now is the time to double down and not just educate, but in some ways, protect.” As the brand that introduced yerba maté to the United States 30 years ago and today takes up 85% of its US market share, Yerba Madre is working to make the cultural South American beverage front and center for the World Cup, focusing more on the traditional way of drinking it rather than its famous yellow cans of flavored yerba maté, although the natural source of caffeine from maté gives a boost without the inevitable crash in both formats. MORE FOR YOU“Maté is going to be pushed into the spotlight,” Blumenthal says. “Our job as a category leader is to bring the story of the ritual and its heritage with the awareness story.” Especially considering Argentina is the reigning World Cup champion, many eyes are going to be drawn to th...