When the Olympics kick off this summer, sports fans across the globe will be gathering at their local pubs and watering holes to take in some synchronized swimming and canoe racing, among other things. Plus, there will be quite a few tourists wandering around London in search of a good stiff pint.
With all that beer drinking expected to be taking place, Anheuser Busch InBev wants the world to know that it is ready for the expected uptick in consumption.
“We saw the impact of the last [soccer] World Cup in the U.K., which was outstanding, especially for Budweiser brands,” said the company’s CFO, Felipe Dutra, Nasdaq reports. Bud sponsored the 2012 FIFA World Cup in South Africa and has since extended its sponsorship of the event to 2022.
To be clear, InBev doesn’t have any kind of official deal with the Olympics. Instead, Dutch rival Heineken NV “is a ‘third-tier’ sponsor for the Games, allowing it sell its beers and ciders including Bulmers, Foster’s and Kronenbourg, at official sporting venues and hospitality events in the U.K.,” Nasdaq reports.
Still, InBev is expecting consumption of its products to go up and wants to be ready to provide parched souls with some thirst-quenchers. We’ll drink to that.