How does a beer brand sponsor a World Cup in a country where drinking is strictly regulated? By promoting alcohol-free beer
Budweiser is promoting its alcohol-free lager at the upcoming soccer World Cup in Qatar, balancing its role as the official beer of an event being held in a predominantly Muslim country with strict regulations on the sale and consumption of alcohol.
The company wants low-alcohol and no-alcohol beer products to make up at least 20% of the company’s global beer volume by 2025. The current figure stands at 6.63%, according to a company report published in February. Qatar will partly relax its alcohol restrictions during the tournament, which is set to take place in the tiny state between Nov. 20 and Dec. 18.
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