Blog: It's the World Cup and drinks are having a ball
Andy Morton | 12 June 2014
The FIFA World Cup kicks off in Brazil today (12 June), and to honour the occasion just-drinks is digging out its non-specific national team scarf and giving a big Mexican wave to the grand-daddy of the sporting calender.
And as well we might, because every four years the FIFA cavalcade does some wonderful favours for the beverage industry - and not just the event's two beverage sponsors, The Coca-Cola Co and Anheuser-Busch InBev.
If you don't believe us, here's some highlights (and a couple of lows):
- Brazil's wine world is currently enjoying the joga bonito - today it was revealed that export sales of bottled Brazilian wine have rocketed in the first four months of 2014 because of the World Cup.
- Coca-Cola's World Cup marketing campaigns are often epic undertakings. This year has been no different and the soft drink makers push has included adverts, themed packaging and jaunty little tunes designed to make the world a happier place.
- Of course, if you don't have Coca-Cola's marketing budget, there are other ways to capture the World Cup magic without giving FIFA a penny, as I outlined here.
- On-trade also gets a lift from the football. In England and Wales this year, Prime Minister David Cameron ordered a rethink of a ban on late pub openings, directly contradicting his own Home Office. Suggestions that the later hours need only apply for a week because England are doomed to crash out at the group stage have been put down to Welsh, Scottish and Northern Irish jealously.
- If you want to know what the Brazil World Cup will do for the country's alcohol industry, then look no further than South Africa 2010. The tournament was deemed a sporting squib, but it managed to turn US and Japanese consumers on to South African wines, according to its national trade body.
- Perhaps unsurprisingly, beer was “the major beneficiary” when the World Cup was hosted by Germany in 2006. According to the German Brewers Association, 2006 was the first time in six years that beer consumption did not fall.
- On the negative side, however, wherever there is money to be made, there is a government official waiting with a tax form. In Brazil in April, the government surprised the beer and soda industry by bringing forward an expected tax rise to before the World Cup. It wasn't entirely clear if this was meant to take advantage of the tournament, but in any case, after an outcry from producers, the government reversed its decision.
- Perhaps the most bizarre incident combining drinks and the World Cup came in South Africa, when Dutch brewer Bavaria was deemed by FIFA to contravene its stringent exclusivity rules. How exactly? Bavaria had organised a group of women in orange mini-dresses to attend the Netherlands v Denmark game, infuriating the global footballing body so much that it pressed charges, and even triggered a dawn raid from South African police.
Enjoy the tournament!
The long-running spat between US and Czech brewers stepped up a notch this week after the Czech president described American beer as “filthy water”....
I must be getting soft in my old age, but there are two drinks marketing campaigns that have recently launched, which have resonated particularly well with me. The one thing they have in common is tha...
I've stopped short of covering it as a product launch story on just-drinks, but take a look at this. Released this month in the UK, Snuffle Dog Beer is already available in 25 markets....
PepsiCo received high praise when it announced it was to launch its stevia-based Pepsi extension True exclusively on Amazon in the US....
Sean 'Diddy' Combs, the US rapper and entrepreneur, has publicly turned against his apparent former favourite Tequlia brand, Patron, now that he is joint-owner of DeLeón Tequila....
- Why Chinese beverages won't conquer the world
- Is “Craft” the Next Big Thing for Soft Drinks?
- Petropolis Finally Moving into SABMiller's View?
- Can Coca-Cola fuel SABMiller's soft drinks story?
- Gin: Plymouth's from Plymouth, London's from...?
- Diageo confirms Australia RTD abv drops
- Pernod launches online Ballantine's "experiment"
- Global vodka sales slip in 2013 - research
- SABMiller returns to Brazil with Petropolis tie-up
- Pernod takes Absolut Warhol push to Travel Retail
- Early Signals: future scenarios that will drive consumption and product innovation over the next five years
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- Global vodka insights - market forecasts, product innovation and consumer trends research
- The IWSR Forecast Report - 2014-2019 Global Review
- The IWSR Global Trends Report 2014