THIS IS HOW BUDWEISER SAVED QATAR’S VETO IN EXTREMIS
The Qatar 2022 World Cup is entering its final stretch, but soccer has not been the only protagonist of the World Cup over the past few weeks. Especially in the weeks leading up to the start of the championship, when the alcohol debate went around the world.
Following the Qatari government’s ban on alcohol sales in and around the eight stadiums hosting the World Cup, the beer company responded to the veto with a new plan in record time, flooding the World Cup stadiums with Budweiser Zero, in addition to advertisements on the screens in the stadiums.
The company’s goal, to reduce the huge losses expected from Qatar’s alcohol veto. However, the Middle Eastern nation agreed to allow the purchase and sale of alcoholic beverages such as beer at certain points and at certain times. These points are, for example, the government-approved ‘fan zones’ away from the stadiums, as well as hotel bars. Permits have also been granted to ‘select visitors’ to purchase them in a single, isolated retail store.Throughout the past 36 years, Budweiser has been the official beer sponsor of the World Cup.
