Just Because There’s a Beer Ban Doesn’t Mean You Can’t Score:
How Budweiser Successfully Navigated the 2022 Qatar World Cup Beer Ban

After FIFA and the Qatari Government pulled alcohol from The 2022 World Cup, Budweiser — the event’s main alcohol sponsor — was forced to adapt to the change in rules. As a result, the American beer brand worked with its contingencies to plan the #BringHomeTheBud campaign, garnering much public support without major reputational or financial loss. Along the way, Budweiser successfully navigated a culturally-driven crisis and avoided scapegoating or contention. The brand’s authenticity and adaptability left positive effects on its parent company’s bottom line and its brand image around the globe as a multinational face of beer.