Budweiser and FIFA World Cup 2022 Qatar

         Topic: Brands and Cultural Shocks !

              Case Study: Budweiser and Beer Ban in FIFA World Cup 2022, Qatar

   

      Well, this is awkward !

 "Well, this is awkward" - Budweiser's official handle reacted to ban on Beer in FIFA World Cup 2022 in Qatar. This ban came just 48 hours prior to the First Match of Qatar vs Ecuador and the expression clearly shows that Budweiser wasn't expecting such U-turn from FIFA. Budweiser is an American style pale lager, part of AB InBev. introduced in 1876 by Carl Conrad & Co. of St. Louis, Missouri. Budweiser Beer is produced using barley malt, rice, water, hops and yeast. It contains 4% alcohol. Budweiser is largest seller of Beers in America and it is associated with FIFA World Cup for more than 35 years now. The ongoing 2022 Football world cup is 10th FIFA World Cup event sponsored by Budweiser. The sponsorship gives exclusive rights to Budweiser to sell beers in the Stadiums apart from its event marketing rights. Budweiser has been World Cup partner since 1986 and has reportedly spent $75 Million for latest sponsorship deal. 

What Wikipedia Says about this Alcohol Ban?

As part of the Qatari bid, alcohol was to be permitted to be consumed around the stadiums. This is in contradiction to Qatari law which prohibits public consumption of alcohol and limits its consumption to high-end hotels. It was agreed that Budweiser, FIFA's largest sponsor, would be permitted to sell their beer in designated areas in the stadium. Eight days before the tournament Qatari officials informed AB InBev, the owners of Budweiser, that the beers tents were to be moved to less prominent areas and were no longer authorized inside the stadiums but still within the stadium perimeter.

Two days before the tournament, on 18 November 2022, FIFA released a statement that sale points of beer will be removed from stadium perimeters in contradiction to both the Qatari bid and the earlier commitment when the sales were moved outside of the stadiums. FIFA's response was questioned as FIFA had forced recent World Cup hosts, such as Brazil, to change their laws to allow alcohol consumption at matches in line with sponsorship commitments. Alcohol will still be permitted however inside the fan villages and inside the stadium in the corporate hospitality boxes, leading to claims of double-standards.

Is Drinking alcohol illegal in Qatar?

    Qatar, which like Saudi Arabia follows an ultraconservative version of Islam known as Wahhabism, has strict limits on the purchase and consumption of alcohol, though its sale has been permitted in hotel bars for years. Drinking alcohol is not illegal in Qatar, but these rules severely limit its overall consumption. The legal drinking age in Qatar is 21, and proof of photo ID is required at the hotels or bars where alcohol consumption is permitted. Drinking out in Qatar can be punished by flogging, fines, imprisonment, deportation etc. for foreigners.

Statements by FIFA:

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 the FIFA statement“There is no impact to the sale of Bud Zero which will remain available at all Qatar’s World Cup stadiums,” added the FIFA statement.“Host country authorities and FIFA will continue to ensure that the stadiums and surrounding areas provide an enjoyable, respectful and pleasant experience for all fans.”

Question on the Case Study?

Who do you hold responsible for this 'Beer Ban' fiasco during FIFA World Cup 2022 Qatar? Why? What mistakes they did? If you are Brand Manager of  Budweiser what will you do in such situation?

Please note, this post is compilation of News on Budweiser Beer Ban during FIFA World Cup; Qatar 2022 created for BBA/MBA Students who wants to understand 'Brand Marketing and Cultural Shocks topic'. Feel free to comment your answers in the Comment Box of this post. Thank You !