Following announcements that FIFA will ban the sale of alcoholic beverages from World Cup Qatar 2022;

Ramsey Baghdadi, Foodservice Analyst at GlobalData, a leading data and analytics company, offers his view:

“The decision to ban alcoholic beverages so close to the World Cup event will cause a series of challenges for brands such as AB InBev, which has sponsored the tournament and created a marketing strategy focused on alcoholic beverages. It will be vital for foodservice providers within the World Cup stadiums, the FIFA fan festival, and licenced venues to ensure they stock up on a variety of non-alcoholic menu items. For AB-InBev, that means its non-alcoholic beer Bud Zero, which will both align closely with cultural influences while still engage international tourist audiences.

“A survey by GlobalData found that more than half (62%) of alcohol drinkers globally find low/no alcoholic drinks appealing*, so InBev’s (and other alcohol brands’) ability to continue selling these products within stadium walls is a critical opportunity to engage with consumers.

“Adapting to the new regulations efficiently will lead to companies thriving in a challenging situation, as visitors will gravitate to a variety of affordable, high-quality no-alcoholic menu items.”

*GlobalData’s 2022 Q2 Global Consumer Survey, June 2022, 21,688 Respondents; very/somewhat responses combined

**alcohol drinkers: respondents who drink alcohol when socialising/occasionally/regularly