DOHA, Qatar — The theme at the luxury W hotel in central Doha is beer. Budweiser beer. The walls are festooned with Budweiser labels. “Budweiser” is painted in enormous script along the check-in desk. There’s a “Budweiser Player of the Match” corner, where armchair soccer stars can take selfies while hoisting a fake trophy against a Budweiser background. Bathed in red and white, the place has the feel of a giant beer can. Budweiser, which has been the official beer sponsor of the World Cup for t
Soccer fans from the Philippines take a selfie after buying Budweiser beer at a fan zone during the World Cup in Doha, Qatar on Dec. 1, 2022. .
But, like the ghostly tweet, preserved forever in screenshots marked with “lol”s, Budweiser remains a presence at the World Cup, albeit in a watered-down way. “I think it’s unprecedented,” Fort said in an interview. “I’ve been involved with the FIFA World Cup for several editions, and I’ve never seen anything like it.”
On Nov. 19, the day after deleting its earlier tweet, Budweiser hit upon a plan to turn unsold beer into lemonade by tweeting a photograph of a bunch of cases of beer in a warehouse in an indeterminate location. “New Day, New Tweet,” it said. “Winning Country gets the Buds. Who will get them?” Instead, it released a statement extolling the virtues of drinking beer that contains no, or very little, alcohol, a message it had already been promoting with its “Drink Wiser, Cheer Better” advertising campaign.
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