Beer guzzling soccer lovers at World Cup stadiums in South Africa will have no choice but to down Budweiser in terms of strict Fifa rules, while their counterparts at fan parks will probably only be able to order no-name brand beer.
Budweiser has decided not to supply its product to fan parks and fests, but is confident of meeting the demand for its brand at the stadiums, where it will be the only beer sold in terms of its position as an official sponsor of the tournament.
It is understood that SA Breweries (SAB) would fill the gap at the fan parks with Castle served up as no-name brand beer. SAB would not confirm or deny this yesterday, but their 2010 marketing manager, Alastair Hewitt, said: "SAB will assist wherever it can to ensure we make the 2010 World Cup a world class event and a spectacle."
Budweiser is not a well known or widely consumed beer in South Africa and there were rumours the company would struggle to meet the demand for beer at stadiums.
Durban pubs ran out of beer when the Barmy Army was in Durban, supporting the English cricket team during its recent tour of South Africa, raising fears that the supply of beer at soccer stadiums could also run out.
However, Budweiser is adamant it will have enough supplies in the country - all its beer is imported - to meet demand.
A Fifa spokesman said Anheuser-Busch/Budweiser would supply its products to all 2010 stadiums. "However, Anheuser-Busch/Budweiser is currently involved in negotiations with a South African beer supplier to provide products in an unbranded format to all Fifa fan fests."
The spokesman confirmed that hotels, restaurants and other public establishments in the vicinity of 2010 stadiums were not bound to offer only Budweiser beer.
Budweiser spokesman Eelco van der Noll said: "Budweiser will be available as imported beer for the 2010 Fifa World Cup South Africa, and just like our successful involvement with Fifa World Cup over the last two decades we look forward to once again having the opportunity to satisfy the tens of thousands of attending fans."