Italy’s Winter Olympics beer situation has fans fuming - Here’s what’s going on in Milan and Cortina
Fans at the Winter Olympic Games in Italy who were hoping to experience the regional beers at the event will be sorely disappointed.
The 2026 Winter Olympics were supposed to be a celebration of sport, scenery, and Italian culture. Instead, for some fans, they’ve turned into a gripe about the beer.
As competitions unfold across Milan and Cortina d’Ampezzo, spectators are discovering that their Olympic drinking options are far more limited, and more expensive, than expected.
One Beer. One Size. One Price.
If you’re looking for an alcoholic beer at venues during the 2026 Winter Olympics, your choice is simple, because there is only one.
Fans can purchase a 310 ml bottle of Corona Extra for €7. Prefer non-alcoholic? There’s Corona Cero, for the exact same price. That’s it. No local Italian lagers or rotating taps. No “premium” upgrade. Just Corona, across the board, regardless of venue.
While select stands do offer alcoholic alternatives like Prosecco DOC, spritz cocktails, or mulled wine at outdoor sites, beer drinkers hoping for variety are out of luck.
The limited selection is a sponsorship decision. Corona (specifically Corona Cero) is the official beer sponsor of the Olympic Games, thanks to parent company AB InBev, which holds worldwide distribution rights outside the U.S. Given that AB InBev also owns Budweiser, Bud Light, Stella Artois, and Michelob Ultra, some fans were surprised that none of those brands made the cut. But from a logistical standpoint, offering one bottle, one size, and one price across dozens of venues simplifies operations, even if it frustrates consumers.
The price may be steep, but it’s not too different than most beers offered at sporting events throughout North America. The difference is that in those events, there are more choices.
Part of the backlash from fans stems from expectations. Italy is world-famous for its food and drink culture, and many fans assumed local beers or regional drinks would be part of the Olympic experience. Instead, discovering that a single imported brand dominates every venue at a premium price has caught visitors off guard. But hey, it could be worse...it could be a dry event.
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