The 2022 World Cup host nation, Qatar, stunned World Cup sponsor Budweiser and many attendees with its last-second ban of alcohol sales at stadiums during soccer’s quadrennial spectacle.
Budweiser labeled the situation awkward before executing a marketing pivot by promising the beer it had planned to sell during the tournament to the country that won the World Cup, which ended up, after a thriller against France on Sunday, being Argentina.
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“We brought the BUDS,” tweeted Budweiser Argentina on Sunday, with footage of a huge crowd celebrating at the National Flag Memorial in Rosario, Argentina superstar Lionel Messi’s hometown. Budweiser said victory celebrations featuring the brand would take place Thursday in Buenos Aires as well as Rosario, 300 kilometers northwest of the Argentine capital, and Córdoba, in north-central Argentina.
R&I~Smit
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