How much beer is sold at World Cups?
Budweiser expected more beer to be consumed during the World Cup in Qatar than would typically happen during an entire year in the country.
Just two days before the 2022 World Cup gets underway, Qatar has banned the sale of beer at stadiums and will now sell only non-alcoholic beer and other beverages.
On Friday, FIFA released the following statement, attributed to a ‘FIFA spokesperson’, confirming the change.
“Following discussions between host country authorities and FIFA, a decision has been made to focus on 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 of Qatar’s World Cup stadiums.
“Host country authorities and FIFA will continue to ensure that the stadiums and surrounding areas provide an enjoyable, pleasant and respectful 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.”
How can Budweiser sell beer in Qatar?
Before the announcement of the ban on alcohol at stadiums, Budweiser expected more beer to be consumed during the World Cup in Qatar than would typically happen during an entire year in the country, according to Peter Kraemer, AB InBev’s chief supply officer, in an interview with Bloomberg.
Qatar had initially relaxed its alcohol restrictions to allow Budweiser, which has been the World Cup’s exclusive beer distributor since 1986, to sell its products in Qatar World Cup official venues, specifically the stadiums and fan zones. This is what enabled Budweiser’s parent company, AB InBev, to renew its contract with FIFA through 2022.
Beer in Qatar
Qatar restricts who can buy alcoholic beverages, and where. Beer, wine and liquor are available for purchase at many restaurants linked to high-end hotels. A pint of Budweiser can be bought for 45-55 Qatari riyals ($12-$16) at popular bars in the city’s downtown. Alcoholic beer will be available at specifically permitted fan zones in Qatar after 6:30 p.m., and intoxicated fans will be sent to special zones to sober up.
Kraemer says AB InBev’s decisions about the quantity of beer shipped to the country have been made based on extensive data crunching, but his team does have a back-up plan if fans drink more than planned. They’ve set aside packages of bottles and cans that are ready to be filled in a brewery in the United Kingdom and shipped by air on short notice. The company have also planned to train as many as 6,000 of the city’s workers to serve their beer properly.
How much beer is consumed at World Cups?
According to talkingretail.com, the 2022 World Cup will drive a potential 13.5% uplift in sales in the off-trade this winter, equating to an extra 62 million pints, according to forecasting from Budweiser Brewing Group. The report reveals that 70% of consumers saying they are most likely to watch the majority of matches at home.
“This FIFA World Cup tournament is certainly set to be different from previous years with it being held in the winter months. This presents a unique sales opportunity for the off-trade as consumers look to transfer out-of-home occasions and elevate the at-home viewing experience,” said Maria Neves of the Budweiser Brewing Group UK&I.
For this World Cup, 63% of shoppers plan on drinking beer when watching the games, more than wine and spirits combined (11%), according to recent research.