Budweiser Says, ‘This Is Awkward,’ After Qatar Bans Stadium Beer

Budweiser has responded to Qatar’s late U-turn on its alcohol policy, just 48 hours before the start of the FIFA World Cup in the Gulf state.

It had originally been stated that alcohol would be available at fan zones, as well as around stadiums, but it is believed that sales will now be more restricted.

Budweiser, the official beer supplier for the World Cup, had already been told to make its stands “less prominent” as soccer fans begin to arrive in Qatar, and now it would seem that no alcohol will be for sale at stadiums.

The beer company tweeted shortly after news broke of the U-turn: “Well, this is awkward…”

Budweiser beer kiosks are pictured at the Khalifa International Stadium in Doha on November 18, 2022, ahead of the Qatar 2022 World Cup. Budweiser is the official beer of the 2022 FIFA World Cup but had been told to make its marketing less prominent but now alcohol has been banned from being sold at stadiums. Getty Images

Budweiser owner AB InBev had previously told Sky News: “AB InBev was informed on November 12 and are working with FIFA to relocate the concession outlets to locations as directed. We are working with FIFA to bring the best possible experience to the fans.

“Our focus is on delivering the best possible consumer experience under the new circumstances.”

A source briefed on the decision had told Newsweek: “Fan Zones are all around the city, and these fan zones will be serving alcohol, as well as hotels and bars/clubs in those hotels.

“You can’t take alcohol on the street, the same way that is true in many (most) states in the U.S. What people should expect is that they will be able to drink, if they want to, just not at the stadiums or near them. I think that makes it a much more family-friendly event.”

Sky News also reported that there will be no alcohol on sale at stadiums, with a source saying: “These have been long-term discussions, and the overall feeling from everyone involved was that the stadiums need to be for everyone.

“This World Cup is different to others in that a larger number of fans are attending from across the Middle East and South Asia, where alcohol doesn’t play such a large role in the culture. The thinking was that, for many fans, the presence of alcohol would not create an enjoyable experience.

“The fan zones will be different in that some are clearly designated as alcohol-serving, while others are alcohol-free. Fans can decide where they want to go without feeling uncomfortable. At stadiums, this was previously not the case.”

The venue of the opening game of the 2022 FIFA World Cup, Al-Bayt Stadium in Al Khor, Qatar, is pictured on November 12, 2022. Qatar and FIFA have announced a U-turn on the sale of alcohol at stadiums. Getty Images

FIFA has since confirmed that alcohol will no longer be sold at World Cup stadiums after discussions with the authorities.

A spokesperson for the soccer governing body said: “Following 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 sales points of beer from Qatar’s FIFA World Cup 2022 stadium perimeters.

“There is no impact to the sale of Bud Zero which will remain available at all Qatar’s World Cup stadiums. Host country authorities and FIFA will continue to ensure that the stadiums and surrounding areas provide an enjoyable, respectful and pleasant experience for all fans,” the spokesperson said.

“The tournament organizers appreciate AB InBev’s understanding and continuous support to our joint commitment to cater for everyone during the FIFA World Cup Qatar 2022.”

Budweiser has said that it is “awkward” after FIFA announced that there will be a change in the alcohol policy after discussions with the Qatar authorities. Here staff from a Budweiser beer stand posing for a photo at Fan Festival Al Bidda Park on November 18, 2022 Getty Images

Qatar’s Supreme Committee spokesperson had previously told Newsweek: “With days to go until the FIFA World Cup Qatar 2022 kicks off, operational plans are being finalized as we prepare to host the world.

“These plans include venue management teams enhancing overlay requirements for all competition venues. This has a direct impact on the location of certain fan areas.

“Pouring times and number of pouring destinations remains the same across all eight World Cup stadiums.”

Update 11/18/22, 8 a.m. ET: This article was updated with a statement from FIFA.

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