Unsold beer destined for the World Cup will be sent to Siegerland, says Budweiser – National

Beer-mad World Cup fans may still have reason to celebrate – assuming their team wins.

Just two days before the FIFA World Cup kicks off, host country Qatar has banned alcohol in the eight stadiums where matches will be played. The decision was not the most popular among visiting fans, to say the least. It also left Budweiser with a mountain of beer and no fans to buy it.

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FIFA World Cup: Ban on the sale of alcoholic beer in Qatar stadiums

It didn’t take long for the beer maker to come up with a solution – Budweiser tweeted on Saturday that it will ship the cases of beer that were set to be sold during the tournament to the World Cup-winning country.

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Alongside a photo showing a lager filled with Budweiser beer, the brand wrote, “New day, new tweet. The winning country gets the buds.”

Budweiser’s parent company, Anheuser-Busch InBev, said in a statement that it plans to bring the “celebration from the FIFA World Cup stadiums to the fans of the winning country.”

“We will host the ultimate championship celebration for the Siegerland. Because for the victorious fans, they conquered the world. More details will be announced as we get closer to the finals,” the announcer said. The World Cup tournament ends on December 18th.

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Qatar, a conservative Muslim country that strictly regulates alcohol, originally planned to allow beer sales during the World Cup. Stadiums were allowed to sell beer three hours before kick-off and end one hour after kick-off.

When they unexpectedly reversed that decision, Budweiser tweeted, “Well, that’s awkward,” though the post was quickly deleted. During each World Cup since 1986, parent company AB InBev has paid tens of millions of dollars for the exclusive rights to sell beer at the prestigious tournament.

According to Yahoo Sports, this year’s sponsorship cost $112 million. According to The Sun, the company plans to ask FIFA for a $71 million rebate on its next World Cup deal.

Champagne, wine, whiskey and other alcoholic beverages will continue to be served in the stadium’s luxurious hospitality areas, the Associated Press reported. Outside of these locations, beer is usually the only alcohol sold to regular ticket holders.

“As a partner of FIFA for over three decades, we look forward to our activation of FIFA World Cup campaigns around the world to celebrate football with our consumers,” an AB-InBev spokesman said in a previous statement. “Some of the planned stadium activations cannot go ahead due to circumstances beyond our control.”

© 2022 Global News, a division of Corus Entertainment Inc.


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