December 13, 2022
It didn’t work for us, Hexa didn’t come and a question remains in the air: What will happen to Budweiser containers in Brazil?
In recent weeks, the official beer world Cup It implemented a campaign that caught the attention of all the fans, distributing these containers in different regions of the country with every Brazilian win or classification, with a plan to go until the end of the competition. But with the dismal elimination against Croatia, the brand’s strategy has slipped away, at least in our country.
In a relaxed way, Budweiser used her Twitter to interact with netizens and find some directions for the four shipments.
paying off:
It should be noted that the brand suffered a lot from the restrictions imposed by Qatar and had to work hard to keep its name up high. After the Royals changed the deal two days before the Games began, W.J Only allowing the sale of non-alcoholic beer in stadiumsBudweiser announced that the world champion team would take home all available stock.
It was a promotional effort carried out when the product was already on Cup premises.
logistical challenge
Transporting the beer to Qatar was a huge logistical project. In an interview before the tournament, Peter Kramer, director of supplies for Anheuser-Busch InBev, explained that due to a shortage of breweries in the region, the company had to ship the beer to Qatar by sea freight. Then the company had to find refrigerated storage space to keep the beer cold in the Gulf country’s blistering temperatures. Trucks were to be loaded indoors overnight before being shipped the next day to locations where alcohol could be served.
“Beer is a perishable product, so it’s always best the day it’s bottled,” Kramer told Bloomberg.
In the interview, which took place before beer was banned in the stadium, Cramer explained that there were contingency plans to fill bottles and cans at a UK brewery and ship them to Qatar by air if fans consumed more beer than expected.
Sponsorship Marketing Specialist ricardo castle, Founder of Sport by Fort Consulting and former President of Global Sponsorship for Visa and Coca-Cola Co. She told MarketWatch that Qatar’s small size would present the biggest challenges. “The biggest problem for an event in a country of this size is that the country lacks many other important things to sell drinks,” he said, noting the availability of refrigeration, trucks and people with experience in areas such as packaging and storage.
Bloomberg reported that Anheuser-Busch InBev was looking to train up to 6,000 workers in Qatar to properly serve beer in the company’s largest virtual training effort. Fort said soIn such cases, some operating costs are often included in the contract.
Inside Budweiser Brand Activation
As part of the business in Brazil, the company started its operation in Botafogo BeachIn the Rio de Janeirowhere you put the The first container after Brazil’s victory over Serbia🇧🇷
After another round two win against Switzerland, another charge came up, this time in Parque Ibirapuera. located in sao paulo, It contained a message of support for striker Neymarwho was injured in the first match, wrote in English “Stay strong Neymar Jr”.
And in the third round, despite the defeat against Cameroon, another container appeared, as Brazil still qualified first in its group. Fortaleza Beach was the chosen site.
a The last container went to Santos After the defeat against Korea in the round of 16. The city was chosen because it was the birthplace of Neymar, who recovered from the match and even scored a goal.
The containers have already been seen in several other countries during the World Cup, such as Spain and Korea. Argentina, France, Croatia and Morocco It is, for the time being, the states that can obtain the shares promised by the brand.
But how do we send beer to the winning nation?
France, Croatia, Argentina and Morocco qualified for the World Cup semi-finals. To one of them will all this beer be distributed?
According to Fort, the cost of shipping large quantities of surplus beer from Qatar to the winning country would be significant. “I would be very surprised if AB InBev put beer on a truck and ship and ship it halfway around the world,” he said. Instead, it is believed that the equivalent amount of beer will be supplied to the winner by Budweiser operations in that country.
As for the remaining beers in Qatar, Fort speculates that Budweiser could sell them at cost or even destroy them.
The sponsorship specialist also believes Budweiser’s clever World Cup marketing will have an impact long after the final ball has been kicked in Qatar. “I think the idea of ​​creating a post-World Cup event to celebrate the winner is genius,” he said, adding that Budweiser turned the problem into an opportunity to expand World Cup promotion with consumers beyond the Final.
“I could easily see them doing that in the future,” Fort said, adding that the concept could also be applied to other major sporting events. “The city that wins the Super Bowl gets all the beer,” he said — this idea has a lot of legs.
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