FIFA World Cup 2014: Beer makes the biggest Cup comeback so far

Rio de Janeiro: Brazil fought hard when Fifa insisted it overturn its ban on alcohol in stadiums, but the World Cup hosts lost, and with the tournament now under way it’s official, beer is back.

After 11 years of stadium sobriety, Fifa and its sponsor Budweiser celebrated the suspension of Brazil’s law against alcohol sales at matches, a bid to stop crowd violence by pouring thousands of cold ones for fans at Thursday’s opening game in Sao Paulo.

Those will be the only alcoholic beverages on sale at matches, thanks to Budweiser’s contract to sponsor the World Cup until 2022, a deal estimated to be worth several million dollars a year. Fans looking for caipirinhas or any other beer will have to find a street vendor who, in another concession to Fifa, are kept well away from the stadium.

Last month the German Centre for Addiction Issues, a health lobby group, condemned the lifting of the ban for the World Cup and last year’s Confederations Cup warm-up tournament.

“It is a health, political and security scandal,” said Raphael Gassmann, the organization’s director, warning alcohol sales were linked to violence.

“Economic interests must not prevail over the health and security of spectators.”
Fifa rejected the group’s criticism. “Budweiser and AB InBev have long been involved in promoting moderate alcohol consumption around the world,” said a spokesman.

“They will continue to do so during the World Cup, to ensure that fans have an exceptional experience while consuming beer responsibly,” spokesman added.

‘Bullied’ on beer

Two days before the opening match, the British Medical Journal published a report criticizing Fifa’s conduct in Brazil and football’s links with the booze business.

“Whichever country hoists aloft the trophy on 13 July the real winner will be the alcohol industry,” it said.