New York
Sunday Review Business
 — 

Surprise surprise, Qatar declared an alcohol ban beer at the eight stadiums hosting the World Cup. Cup. “beer” choice — albeit one that isn’t boozy.

Soccer fans will be able to still buy Bud Zero, Anheuser-Busch’s alcohol-free lager, Anheuser-Busch describes as tasting similar to its most popular alcoholic beverage.

One serving Bud Zero contains 0g sugar and 50 calories The beerWhich? is Bud’s first ever zero alcohol beerInaugurated in the Two years ago, United States, with a growing trend towards non-alcoholic beverages.

There have been non-alcoholic alternatives to booze for quite some time. the This sector is experiencing a boom in recent years. A year or so ago, the non-alcoholic trend began to pick up. the Pandemics have continued to grow at It is growing at a rapid pace. The younger generation has driven demand for non-alcoholic alternatives.

Qatar is A Muslim country. is Considered to be conservative and strictly regulates alcohol usage and sales. Officials stated that ticketed supporters would be able purchase alcoholic beverages in September. beer Three hours before kickoff and one hour afterwards the Final whistle, but not during the match.

“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 perimeter,” said FIFA, soccer’s governing body, in a statement Friday.

FIFA reported that the Decision will be made “no impact” Sales of Bud Zero.

Budweiser tweeted, “Well, this is awkward,” However the A social media post was quickly removed.

“As partners of FIFA for over three decades, we look forward to our activations of FIFA World Cup campaigns around the world to celebrate football with our consumers,” Anheuser-Busch InBev spokespeople stated in a statement. “Some of the planned stadium activations cannot move forward due to circumstances beyond our control.”

It is AB InBev’s situation is indeed a little awkward is Major sponsor of the World Cup, and was hoping to sell regularly Bud. Reports showed that just a few weeks ago, World Cup workers moving beer Tents into less visible areas of stadiums.

AB InBev paid $75 million for the Multiple reports have confirmed that sponsorship is possible. So, the This decision causes some problems in their marketing plans. the Its presence is drastically reduced for thousands of fans at the World Cup. Cup. the bigger part — its TV advertisements with football royalty Lionel Messi and Neymar Jr. — won’t be affected.

“Qatar’s decision to ban all alcohol around the grounds for the upcoming FIFA World Cup just days before it begins presents an illusion that FIFA is not in control of its own tournament and risks alienating Budweiser—a key sponsor and long-term partner of the governing body,” Conrad Wiacek is the head of sport analysis at GlobalData in an email

This decision could have significant ramifications. the Future, Wiacek noted, noting Budweiser’s partnership with the World Cup expires after this year’s event.

“However, Budweiser will be cautious to burn its bridges with the governing body, as the 2026 US tournament will be highly prized. Going elsewhere would open up opportunity for other alcohol brands in its wake,” He stated.

FIFA World Cup Qatar 2022 starts Sunday and runs until December 18.