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Budweiser offers warehouse of beer to country that wins the World Cup

After Qatar’s last-minute U-turn on the sale of alcohol in stadiums at the World Cup, it seems that Budweiser suddenly has a surplus of beer that would have been supplied to fans during the tournament. But the AB InBev-owned brewer appears to have come up with a novel solution to the problem.

Budweiser World Cup beer
Credit: Twitter/Budweiser

On the eve of the World Cup kicking off in Qatar, Fifa and Qatari officials made a dramatic reversal of its alcohol plans for tournament. The sale of alcoholic drinks was banned in all stadiums with the exception of hospitality suites.

A statement issued by Fifa read:

“Following discussions between host country authorities and Fifa, a decision has been made to focus the sale of alcoholic beverages on the Fifa fan festival, other fan destinations and licensed venues, removing sales points of beer from Qatar’s Fifa World Cup 2022 stadium perimeters.

“There is no impact to the sale of Bud Zero which will remain available at all Qatar’s World Cup stadiums.

“Host country authorities and Fifa will continue to ensure that the stadiums and surrounding areas provide an enjoyable, respectful and pleasant experience for all fans.

“The tournament organisers appreciate AB InBev’s understanding and continuous support to our joint commitment to cater for everyone during the Fifa World Cup Qatar 2022.”

This left World Cup sponsor Budweiser without concession stalls within the stadium perimeter, with fan parks seemingly the only option remaining for travelling supporters to grab a drink.

In a since-deleted tweet, Budweiser wrote, “Well, this is awkward…” in response to the news.

Now, the beer giant has seemingly come up with a novel – and eye-catching way – of divvying up the surplus beer it likely won’t sell in Qatar: winner takes it all.

Yes, Budweiser appears to be offering a warehouse full of beer to the country that win the World Cup, after tweeting a picture of many pallets full of beer boxes with the caption: “New Day, New Tweet. Winning Country gets the Buds. Who will get them?”

Budweiser has been a World Cup sponsor since Mexico 1986.

The decision to ban beer entirely from World Cup stadiums came after an earlier change of heart, when officials told Budweiser it would need to relocate its concession stands so that they were less prominent within the stadium perimeters. Footage surfaced on social media of members of staff moving a Budweiser branded tent.

Read more:

Wetherspoons is showing the World Cup in its pubs for the first time

World Cup offers critical sales uplift for UK hospitality venues

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