Brewer taps World Cup to boost China's neighborhood bars

As an expanded FIFA World Cup plays out in China's wee hours, brewer AB InBev is using the global tournament to help stimulate the country's nighttime economy by enticing fans into small local bars and restaurants.

During the tournament, the company is promoting viewing parties, running retail campaigns and leveraging its global "Cheers to Bars" initiative, which celebrates neighborhood bars as gathering places that foster community connections and support local entrepreneurs.

Video: https://www.youtube.com/embed/lGgLrSxN3UU?si=tu0HcN3CJukeO2qR

"The story is way bigger than only Budweiser," said Michel Doukeris, chief executive officer of AB InBev, during an exclusive interview with China Daily in Guangzhou, Guangdong province.

"These small retailers, these small bars, these small restaurants, they are actually the heartbeat of the communities, because, when you have enough of these bars and restaurants, then young people have jobs, older people, they walk, and they go to these places to meet friends, to have food and to have a drink."

Doukeris said neighborhood bars and restaurants play a vital role not only in creating demand, but also in strengthening communities by providing places where people gather and socialize. AB InBev's marketing campaigns around the World Cup are designed to channel more customers into those small businesses, benefiting both retailers and consumers.

The brewer's partnership with FIFA, which now spans 40 years, allows the company to connect one of the world's biggest sporting events with local beer consumption. That's also a key part of the company's Mega Brands Mega Platforms strategy.

"By partnering with these big events, then we have the IP to be able to bring to the local bars and local restaurants the opportunity to activate around the FIFA World Cup," said Doukeris.

According to Doukeris, AB InBev works with more than 250,000 bars and restaurants globally through promotions tied to major events, helping venue owners attract customers while creating shared moments of celebration.

The company recently extended its FIFA partnership for another tournament cycle, reflecting what Doukeris described as a long-term investment strategy that supports both brand growth and local businesses.

Having lived in China for seven years, Doukeris said he has seen firsthand how vibrant the country's nighttime economy has become.

"Our partners, many of them, they live from the night economy, but also the cities, they need to understand that their citizens, that entrepreneurs, and that the economy relies on a healthy ecosystem around nightlife," he said.

He added that thriving nightlife depends on more than bars alone. Transportation, shopping, entertainment and other supporting services all contribute to an environment that encourages people to spend evenings with family and friends, creating broader economic activity.

AB InBev was also involved in bringing one of the world's premium EDM festivals to China. Last year, Tomorrowland, the renowned Belgian EDM festival, made its debut in Shanghai, as well as in Asia, showing how global entertainment events can contribute to a city's economy.

About 18 percent of attendees traveled from outside Shanghai or from overseas, boosting spending across a number of key sectors like hospitality and retail. Doukeris said the festival will return to China this year.

Craig Katerberg, chief legal and corporate affairs officer of Budweiser APAC, said the FIFA World Cup provides an ideal opportunity to bring together all parties of the economy.

"It's the perfect moment for it, actually," Katerberg said, adding that major cultural events, such as the World Cup, consistently drive higher consumption, with businesses, local governments and brands all contributing to the festive atmosphere.

Such moments, he emphasized, help bring China's nighttime economy to life by encouraging people to spend time together in neighborhood bars and restaurants.

"The nighttime economy is one that combines the government, local businesses and consumers. It's a great moment where we can actually have people enjoying beers together - beers with alcohol and beers without alcohol."

Article reposted from: China Daily [https://www.chinadaily.com.cn/a/202607/17/WS6a599a58a310986e2b465d0b.html]
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