How Budweiser marketed its way out of the ‘awkward’ World Cup beer ban
When Budweiser learned on November 18 (just 48 hours before kick-off) that, despite earlier assurances, the Qatari government would be banning alcohol sales at 2022 World Cup stadiums, the $75m Fifa sponsor was understandably taken aback. “I thought it was a joke,” says Richard Oppy, the vice-president of brands at owner Anheuser-Busch InBev. It wasn’t.READ MORECategory: Consumer Brands
