World Cup Organizers Tackle New Approach to Beer Sales

World Cup trophy in the soccer goals. Photo by Rhett Lewis on Unsplash
World Cup trophy. Photo by Rhett Lewis on Unsplash

The Qatari organizers of the 2022 World Cup announced on Monday that they have taken the decision to ensure that Budweiser beer stands will be moved to less prominent areas of the eight World Cup stadiums where the beer will be sold.

As a majority-Muslim emirate, alcohol sales are strictly regulated in Qatar. Upon being named host nation of the 2022 World Cup in 2009, the country agreed to respect FIFA’s commercial partnerships, including that with Budweiser, which was renewed with brewer AB InBev through the 2022 tournament.

Following the release of the 2022 World Cup’s beer sales policy in September, the agreement was tweaked eight days ago to ensure that Budweiser-branded sales tents will receive less visibility.

Belgium-based AB InBev confirmed that it was informed of the World Cup organizers’ decision, releasing the following statement in response: “AB InBev was informed on November 12 and are working with FIFA to relocate the concession outlets to locations as directed. We are working with FIFA to bring the best possible experience to the fans.”

Qatar’s World Cup organizers have announced that the final operational plans for the tournament are underway, including final touches to venues such as temporary branding and facilities for officials.