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Bud seeks to make lite of its World Cup beer-sales conundrum

By our News Team | 2022

While Budweiser was caught off-guard by a surprise alcohol ban in stadiums, the company is taking a philosophical stance.

International brewing company Budweiser appears to be taking a philosophical approach to an unexpected decision by authorities in the World Cup-host nation Qatar to ban consumption of alcohol in stadiums at the soccer tournament.

After Budweiser – and tournament organisers FIFA – has been led to believe that alcohol sales would be allowed, there was a sudden turnaround just days before the first game kicked off. 

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The Budweiser photo showing unsold crates of beer previously destined for World Cup stadiums. Photo credit: Budweiser via Twitter

While there may well be legal threats and dissenting voices behind the scenes, the beer brand yesterday (Monday) light-heartedly tweeted a photo of a warehouse full of crates of beer that will now presumably remain unsold. 

“New Day, New Tweet. Winning Country gets the Buds,” the company wrote. “Who will get them?” 

Brand also tweeted about ‘awkward’ situation

The latest Tweet might have been a nod to a now-deleted Tweet by Budweiser over the weekend which reportedly said “Well, this is awkward” following FIFA’s announcement that alcoholic beverages would no longer be sold.

Being a Muslim country, Qatar does not normally allow drinking in public. But soccer fans will still be able to purchase alcohol during the FIFA Fan Festival which takes place at night, though there will be restrictions on how much alcohol they will be allowed to purchase.

AB InBev-owned Budweiser, which has been a World Cup sponsor since 1986, was poised to sell its alcoholic beer exclusively within the ticketed perimeter surrounding each of the stadiums three hours before kickoff and one hour after each game.

“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,” news agency Reuters reported.

“With a planning window of a few months, rather than two days, AB InBev could have sought to substitute regular Budweiser with its non-alcohol version outside stadiums and indeed might have profited more given the latter’s typically higher margin.”

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Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.