BRUSSELS — A last\u002Dminute decision to ban the sale of alcohol at Qatar’s World Cup stadiums will seriously limit Budweiser sales in the Gulf state, but will not…
Soccer world governing body FIFA’s announcement of the ban on Friday, just two days before the event kicks off, leaves the world’s largest brewer Anheuser-Busch InBev with at least a headache.Sign up to receive daily headline news from Ottawa Citizen, a division of Postmedia Network Inc.By clicking on the sign up button you consent to receive the above newsletter from Postmedia Network Inc. You may unsubscribe any time by clicking on the unsubscribe link at the bottom of our emails.
In July, reflecting on information that the stadiums’ stands would be alcohol-free, AB InBev chief executive Michel Doukeris said the tournament would offer a great opportunity to showcase non-alcoholic brands, such as Budweiser Zero. “Budweiser now has a costly logistical problem of what to do with distributed stock it can no longer sell, and there could be knock on effects for contracts in their supply chain,” she said, adding it would also have lost brand visibility during matches.
“We tried and that is why I give you the late change of policy,” he said. “We tried to see if it was possible.”
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