The upcoming summer Olympics in Paris and the 2024 European Championship football tournament are expected to boost beer sales, according to a report by Reuters. Despite experiencing declines in sales for multiple quarters, some of the biggest brewers in the world, such as Heineken and Carlsberg, saw growth in the first quarter. For companies like Heineken, this marked the first quarterly increase in over a year.

Beer producers had been rapidly increasing prices to offset rising costs in recent years, impacting the amount of beer they were able to sell. However, now there is a shift towards volume growth driving revenue. Anheuser-Busch InBev also reported a stronger-than-expected performance in the United States in the first quarter, indicating positive trends in key markets for global beer sales.

After experiencing declines in sales for multiple quarters, some of the biggest brewers in the world saw growth in the first quarter. For companies like Heineken, this marked