—Now that the USA Men’s National Soccer Team has won Group D and secured a spot in the Knockout Round of the 2026 Fútbol World Cup, our attention will shift to the viewing events divided by the nations advancing in the tournament. Beverage advertisers are targeting and bars and shops are stocking the drinks fans prefer. The fans of the favorites for the Cup divide the beverage market into segments that extend across the globe.
Advertisers project their TV ads on LED boards on the perimeter of the pitch. These ads reach the TV audience while play continues. Due to health concerns, the World Cup in 2026 has added a mid-half hydration break, a la the NFL, well appreciated by TV networks. Tik Tok, X, Facebook, and Instagram personalize their notifications and search results to drive pop-up ads to suspected fans of national teams. Collection of small referral fees on the web has become a trillion-dollar industry. The ancient practice of selling newspaper ads to support, among other things, listings of places to watch World Cup matches with like-minded fans continues as a print back-up. By air, cable, or satellite, rectangular displays frame popular culture.
—Alcoholic beverage and food ads have a large footprint in the rectangular screen media. Beer and fast food more frequently show up on network or cable TV. Depending on histories of web searches, wine, wine dinners, spirits, and fine dining ads pop-up more frequently when browsing on the web (though more likely for us than many others). During the World Cup, we are seeing more ads from vineyards in nations favored to advance in the Knock-out round.
—The association between Fútbol/soccer and wine looks obvious in that four of the five largest producers of wine (France, Spain, USA, Argentina), are advancing to the Knock-Out round. France and Spain eliminated top-producer Italy before the group matches began. The fourth largest producer, the USA, as well as Portugal, the country with the largest per-capita wine consumption, are moving on as well. Other nations likely to move on include Germany, better known for beer but a producer of many excellent wines as well, and England, another beer country with a more recent stake in sparkling wine. South Africa, a major wine producer, has a good chance of moving up, as does the producer of a smaller volume of high-quality wines, Canada. Mexico, a major producer of beer brands such as Modelo, Carona, and Dos X’s, and Brazil are moving to the next level despite their meager wine production.
Why are the major wine producing nations favorites for winning the World Cup in 2026? It seems likely to us that the rich premier leagues in Europe and England have drawn superior athletes from all over the world for several generations and have developed a pipeline of elite talent. The French star Kylian Mbappé, born in Paris, followed in the footsteps of his fútbol coach father from Cameroon. Spain’s 18-year-old star Lamine Yamal was born in Barcelona to an immigrant family. Both of these second-generation athletes joined training programs sponsored by prestigious fútbol clubs at early ages. This pattern has repeated across national teams.
—World Cup viewing parties offer a unique time for exploring obscure wines from the major wine producing nations. Consider a couple of examples. From Spain we have a 2020 Consentino Monastrell Barrica. This inky dark red wine has a black fruit intensity and the heft of a robust Cabernet Sauvignon. The French call this grape Mourvèdre. From Portugal we have the 2024 Aveleda Fonte Vinho Verde. This low alcohol wine (9.5% ABV) has a mild fresh fruit with a touch of sweetness.
—We feel fortunate to have found this place during the first five months of its opening. We shall return.
—S. W. Hermansen has used his expertise in econometrics, data science and epidemiology to help develop research databases for the Pentagon, the National Institutes of Health, the Department of Agriculture, and Health Resources and Services. He has visited premier vineyards and taste wines from major appellations in California, Oregon, New York State, and internationally from Tuscany and the Piedmont in Italy, the Ribera del Duero in Spain, the Barossa Valley and McLaren Vale in Australia, and the Otego Valley in New Zealand. Currently he splits time between residences in Chevy Chase, Maryland and St. Armand’s Circle in Florida.
—Rich Hermansen selected has first wine list for a restaurant shortly after graduating from college with a degree in Mathematics. He has extensive service and management experience in the food and wine industry. Family and friends rate him as their favorite chef, bartender, and wine steward. He lives in Severna Park, Maryland.
