Budweiser was forced to relocate beer stalls outside World Cup stadiums after Qatar’s rulers wanted alcohol to be less prominent.
Alcohol is allowed in the Muslim nation inside hotel bars and restaurants out of sight of the street, but it had to relax its alcohol restrictions to allow sponsor FIFA to sell its wares at matches.
Budweiser was told on Saturday that it had to make late changes to its product visibility at all eight stadiums, with the tournament opening this Sunday.
As one of FIFA’s most lucrative sponsors, Budweiser has the exclusive right to sell beer in World Cup matches.
But he has had to deal with the thorny issue of selling his wares in a country unaccustomed to the influx of fans expecting the drink to flow freely at a tournament.
Beer was now only allowed to be sold outside the stadium, but within the perimeter for ticket holders before kick-off or after the game.
Budweiser owner AB InBev told Sky News: “AB InBev was informed on November 12 and is working with FIFA to relocate the concession outlets to the indicated locations. We are working with FIFA to provide the best possible experience for the fans.
“Our focus is to provide the best possible consumer experience in the new circumstances.”
The New York Times published a video of Budweiser red tents moving on wheels in recent days.
Qatar World Cup organizers said “operational plans are being finalized” when asked about changing the location of the beer stations.
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The World Cup Supreme Committee told Sky News: “These plans include venue management teams improving overlap requirements for all competition venues. This has a direct impact on the location of certain fan areas.” .
“Pour times and the number of pour destinations remain the same across all eight World Cup stadiums.”
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Beer will also be available in fan zones in Qatar after 6:30pm and drunk fans will be sent to special sober up zones.
Qatar World Cup CEO Nasser Al Khater told Sky News last month: “There are plans for people to sober up if they have been drinking excessively.”
“It’s a place to make sure they’re kept safe, so they’re not harmful to anyone else.”
