Following Qatar’s recent ban on beer, whiskey, and other alcoholic beverages in its stadiums for the 2022 World Cup, images of Heineken and other alcoholic brands wrapped in Pepsi and Coca-Cola have gone viral.
The beer cans in beverage casings and wrappings will subsequently be sneaked into the Qatari stadium by visiting visitors, according to rumor.
They would also be sold in the stadium, however this would presumably occur through a hidden conduit. Imagine a tourist purchasing a can of Coke only to receive a mouthful of Heineken.
A few hours before the resumption of the FIFA World Cup, Qatar’s decision to prohibit the sale and consumption of alcohol in their stadium did not sit well with the sponsors, especially the manufacturer of Budweiser, Anheuser-Busch InBev.
They felt misled by FIFA, the controlling organization, and alleged a breach of contract by the Qatari government. FIFA has already declared that alcoholic beverages will not be sold within the stadium or its surrounding. However, it will only be available in certain locations.
“After 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 beer sales points from the perimeters of Qatar’s World Cup 2022 stadiums,” the statement said.
There is no effect on the sale of Bud Zero, which will continue to be accessible at all World Cup venues in Qatar.
However, alcohol will be available at select stadiums for specific matches, albeit at an exorbitant price. The cheapest suites cost around £20,000 each game, while in certain fan zones after 7 p.m., a 500 ml Budweiser costs approximately £12.
Despite the fact that the Qatari government cited religious beliefs and the need to accommodate other non-drinking fans, primarily from the Gulf and Asia, as the reason for the ban, many fans criticized the abrupt and last-minute change without proper and prior communication, wondering how sponsors like Budweiser, which is in the alcohol business, will make a profit.