Kilts, Bagpipes and Lots of Lagers – How Hendler Family Brewing Welcomed World Cup Fans
About this episode
Sam Hendler discusses how Hendler Family Brewing adapted to the influx of World Cup fans and the impact on beer sales.
Mass Appeal Draught House and Grille opened on the eve of the kick-off of FIFA World Cup 2026 at its neighbor, Gillette Stadium. Hendler Family Brewing co-founder and CEO Sam Hendler joined the Brewbound Podcast to discuss how the multi-branded taproom handled an influx of guests, what Scottish fans prefer to drink (Jack's Abby House Lager) – and what they're not drinking. "The majority of the audience who's been down there on game day has been the international fan base, and House Lager has been consistently the No. 1 seller, and it's not particularly close," Hendler said. "We're selling 6 or 7x the House Lager than we are of the top-selling IPA in that taproom right now." Hendler shared insights into the World Cup-driven boost at the company's Night Shift taprooms and beer gardens and how they prepared their brands (Jack's Abby, Wormtown, Masshole Light and Sloop) to stand out in the trade during this high visibility time. In the Boston area, hosting the World Cup and thousands of spectators who have come to support their teams has been a boon for the hospitality industry, particularly beer distributors and breweries. "On the ground, the atmosphere has been fantastic. People…
People in this episode
Guest: Sam Hendler
Topics covered
- World Cup
- brewing
- hospitality industry
- beer sales
- taproom management
Keywords
- Hendler Family Brewing
- World Cup
- Jack's Abby
- beer sales
- taproom
Mentioned in this episode
Organizations: Hendler Family Brewing, Jack's Abby, Wormtown, Masshole Light, Sloop
Places: Boston, Gillette Stadium
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