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What is Bud Zero, the only beer Budweiser can sell at the World Cup?



New York
CNN Business

Unexpected upstream, Qatar Proclamation to ban alcohol at eight stadiums organize the World Cup. That leaves fans with only one choice of “beer” – though not drunk.

Football fans can still buy bud zeroa non-alcoholic light beer that Anheuser-Busch says tastes similar to its best-selling alcoholic beverage.

One serving of Bud Zero has 0 grams of sugar and 50 calories. This beer, Bud’s first non-alcoholic beer, was launched in the United States two years ago, targeting the growing trend of people opting for non-alcoholic beer.

Alcohol-free alternatives to alcohol have been around for a while, but The industry has exploded recently. The alcohol-free trend started emerging a year or two before the pandemic and continues to grow at a dizzying pace. Demand for alcohol-free alternatives is largely driven by younger consumers.

Qatar is a Muslim country that is considered very conservative, and strictly regulates the sale and use of alcohol. In September, officials said fans with tickets will be able to purchase alcoholic beers three hours before the game starts and one hour after the final whistle, but not during the game.

“Following discussions between the 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 other venues. licensed venues, removing beer outlets from the grounds of Qatar’s FIFA World Cup 2022 stadium,” FIFA, football’s governing body, said in a statement on Friday.

Bud Zero.

FIFA notes that the decision will “have no effect” on Bud Zero sales.

Budweiser tweeted, “Wow, this is awkward,” though the social media post was quickly deleted.

A spokesman for Anheuser-Busch InBev said: “As a FIFA partner for more than three decades, we look forward to enabling FIFA World Cup campaigns around the world to celebrate football with our consumers. we”. “Some planned stadium activations cannot proceed due to circumstances beyond our control.”

It’s actually a bit awkward for AB InBev, the main sponsor of the World Cup and planning to sell the regular Bud. Just a few days ago, reports showed that World Cup staff were moving beer tents in less visible areas of the stadium.

AB InBev paid $75 million for the funding, according to multiple reports. So this decision jeopardizes their marketing plan as it greatly reduces its presence among thousands of fans at the World Cup. It could be said, however, that the larger part – its TV commercials featuring football royalty Lionel Messi and Neymar Jr. – will not be affected.

“The decision of Qatar to ban all alcoholic beverages on the premises of the upcoming FIFA World Cup comes just days before it begins to create the illusion that FIFA has no control over its own tournament and risks making Budweiser alienated – the main sponsor and long-term partner of the government. body,” Conrad Wiacek, head of sports analytics at GlobalData, said in an email.

Wiacek said the decision could have consequences in the future, noting that Budweiser’s partnership with the World Cup will expire after this year’s event.

“However, Budweiser will be cautious in igniting the bridge with the governing body, as the 2026 US tournament will be highly regarded. “Going elsewhere opens the door to other brands,” he said.

FIFA World Cup Qatar 2022 opens on Sunday and lasts until 12/18.

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