German Beer at the World Cup? Ja, Bitte!
December 21, 2004
It was almost sacriligious. Fans crowding the stadiums for the 2006 World Cup would be limited to only one brand of beer to wet their whistles -- Budweiser, the product of US brewery Anheuser Busch.
The company had laid down $40 million (€29.8 million) for the rights to be one of the World Cup's main sponsors, and in return, was given a monopoly on beer sales in the World Cup stadiums.
While Budweiser might be a top seller stateside, in Germany -- renowned for the variety and purity of its brews -- Bud is looked down on with scornful disdain. It's watery and lacks any "kick," say German connoisseurs. For German soccer fans, things were looking grim.
Bitburger saves the day
But politicians and breweries refused to accept defeat, and on Tuesday, the head of marketing at German brewery Bitburger emerged triumphant. Bitburger has signed an agreement with Anheuser Busch that will allow its brand of pilsner to be sold alongside Budweiser.
The ace up Bitburger's sleeve? Years ago, the brewery had obtained a court ruling in its favor forbidding the advertising of Budweiser in Germany because there was a danger that German consumers would confuse "Bit" with "Bud."
What about the bratwurst?
For the sake of the World Cup, however, both breweries have agreed to peacefully co-exist, leaving German soccer fans to grumble about an equally weighty problem -- what exactly will they be washing down with their Bits and Buds?
Will the traditional bratwurst be on the menu, or will they be forced to resort to American hamburgers? After all, the US fast-food giant McDonald's is also a World Cup sponsor.