The four-year World Cup kicks off, igniting a fire in the winter of the Northern Hemisphere.
As a top global event, the World Cup is not only a battlefield for football players from all over the world, but also a must-win place for major commercial brands around the world. According to Associated Press , FIFA (FIFA ) will have a commercial revenue of US$7.5 billion in Qatar World Cup cycle, a record high, and the sponsorship seats of this World Cup have long been declared sold out by FIFA.
However, as the best CP for watching the ball, beer embarked on an "embarrassing journey" in the business competition of this event. Qatar is an Islamic country that strictly controls alcohol . Drinking in public is an illegal act. Due to religious reasons, two days before the opening of the World Cup, FIFA suddenly issued a statement on its official website, saying that all eight stadiums and surrounding areas of the Qatar World Cup will be banned from selling alcoholic beverages. As the official beer sponsor and franchise supplier of this World Cup, the American beer brand Budweiser (Budweiser), instantly became a "snatcher".
"Awkward Journey" for beer merchants
Picture source Internet The same as
It is understood that Budweiser not only launched the Qatar World Cup limited beer packaging around the world, but also reserved sufficient beer inventory locally for fans to consume. The total sponsorship value of this event is about US$75 million (RMB 536 million).
has come to this point, and Budweiser has to be forced to make product adjustments. Fortunately, Budweiser is currently allowed to set up tents near the entrance of the World Cup to sell non-alcoholic beverages. So many people have speculated that non-alcoholic beverages will be the cracking method of the World Cup " Prohibition of Alcohol "?
The origin of football and beer
The story of football and beer will be traced from the first World Cup. As a nation that loves beer, the German and British teams first brought the tradition of drinking beer into the World Cup. Later, in 1884, brewers in Liverpool City, England built a stadium for a club they established and discovered the business opportunity in it - selling alcohol. To promote sales, the brewer specializes in renting teams from Scotland to play (and the predecessor of Liverpool team now), and even runs for mayor to promote the concept of "watching football and drinking beer". As a result, beer really began to become popular in the World Cup, and major brewers also carried out marketing in football matches.
The most famous stout beer among beers, one of the pillars of German industry in the 1960s, was an example. In the 1954 Swiss World Cup, the German team lost two goals in the first eight minutes of the game, turned defeated into victory in the overtime session, and finally defeated Hungary, which was hailed as "rapacious" by British media at the time, and the German stout beer became famous.
Can non-alcoholic beverages replace alcohol?
In addition to religious factors, preventing fans from getting drunk and causing trouble is also one of the reasons for promoting non-alcoholic beverages. Previously, there have been many violent incidents of fans having drunken fights. Therefore, for safety reasons, the "debut" of non-alcoholic beverages is also in line with the times, such as Budweiser's zero degree beer , Times non-alcoholic beer and non-alcoholic LeFojin beer, etc. This type of non-alcoholic beer can not only reduce the alcohol content, but also maintain the taste of ordinary beers.
For some fans, whether it is goals, losses or bets, every cheer and every passionate shout are indispensable. The "prohibition" and the decision to non-alcoholic beverages undoubtedly hurt them. Some fans commented under the FIFA tweet: "We respect local cultural customs, but we have come here thousands of miles to enjoy a World Cup. What does it mean to not let drink?"
Perhaps non-alcoholic beverages will become the cracking method of beer merchants under the implementation of the "prohibition" of the World Cup, and can also reduce the probability of fans having disputes and quarrels, but for some fans, the experience will inevitably become worse.
After all, "no beer, no football" is not just a slogan.
(Source: Zhengguan News)
