New Oxford Economics Study Shows the Social and Economic Impact of Bars

Bars are major social and economic contributors to communities around the world, according to new research conducted by Oxford Economics. The study, commissioned by AB InBev, examined the economic and social impact of bars across five global markets — Brazil, Mexico, South Korea, the United Kingdom, and the United States.  

 

Across the markets surveyed, 77 percent agree that bars bring people together by creating a shared atmosphere; 72 percent agree bars make a positive economic contribution to their local economy, and 69 percent say bars help build social connections.[1] More than six in 10 respondents agree bars are important community assets and that bars make it easier to socialize than other venues.

 

The research comes as bars around the world continue to welcome fans throughout the final week of the FIFA World Cup 2026™, one of many cultural and sporting moments that bring people together to celebrate at their local bar. Among those surveyed, 51% said they planned to watch the FIFA World Cup 2026™ at a bar, reinforcing their role as gathering places for shared moments.

 

“Bars bring people together and beer is at the heart of these moments where memories are made, glasses are raised and friendships are strengthened,” said Michel Doukeris, Chief Executive Officer of AB InBev. “From sporting events – like the NBA Finals, the FIFA World Cup 2026™ and Wimbledon – to celebrations with friends and families, bars are shared assets for communities around the world and need to be supported and protected.”

 

“This research adds new data and measurable insight into something many cultures have long understood through lived experience. Bars are not just businesses. They are important social institutions that drive human connection and economic activity within communities,” said Innes McFee, CEO of Oxford Economics.

 

Across the five markets surveyed, bars support more than 2 million jobs and contribute approximately $126 billion in gross value added (GVA). The research also found public backing for bars in their communities, with more than half of respondents (58 percent) agreeing that it is important for local governments to do more to support them. That support was broadly consistent across markets, possibly reflecting a shared view of bars as contributors to jobs, local economies, and community life[2].

 

The study further examined how bars serve different cultural and social roles across markets:

 

•        Bars are deeply embedded in social life in Brazil, where 71 percent of respondents said they visit at least once a month, 60 percent said they typically stay for more than two hours, and 36 percent said they met a lifelong friend at a bar.

•        In Mexico, bars are a central place for connection and shared sporting moments, with 77 percent of respondents saying they expected to watch at least one FIFA World Cup 2026™ match at a bar. Of those surveyed, 75 percent said they also feel happier after visiting a bar.

•        In South Korea, bars are a core part of both social and professional life, with 93 percent of respondents saying bars are either the main way they socialize or a regular part of their social life, and 82 percent indicating that they expected to watch at least one FIFA World Cup 2026™ match at a bar.

•        In the United Kingdom, 80 percent of Britons surveyed agree local pubs and bars are an important shared community asset and 74 percent agree that it is important that local governments support them, the highest level among all five markets surveyed.

•        In the U.S., 74 percent of respondents agree that bars create a shared atmosphere that brings people closer together, and 69 percent agree that bars make a positive economic contribution to their local economy.

 

The full Oxford Economics report provides additional detail on the economic and social role of bars across the five markets surveyed. Read the full report here.

 

All survey figures, unless otherwise stated, are from YouGov Plc. Total sample size was 5,311 drinking age adults, who have visited a pub or bar in the last 12 months. Fieldwork was undertaken between 16th - 28th April 2026. The survey was carried out online.