Beer is being rapidly consumed by fans attending the FIFA World Cup 2018 in Russia. So much so, in fact, it’s been rumored that availability of the world’s third most popular beverage is nearly spent in some areas. However, that’s not so, says the World Cup hosts.
Quoted from Protothema, Deputy Chairman of the National Association of Guardians of Gastronomical Heritage and Tourism “Oztag” Oleg Alexeyev said, “Russian brewery plants have been properly prepared to meet the high demand for beer during the World Cup in Russia so that fans will not feel any shortage of their favorite drink.”
Although fans have been partying into the wee hours of the morning, guzzling pint after pint, Moscow’s shops are now stockpiling beer to meet the surge in demand.
“There’s beer everywhere,” a salesperson for supermarket chain Azbuka Vkusa told Reuters. “There’s nowhere to put it.”
Demand has spiked in 11 Russian cities where the tournament is being played but international brewers have guaranteed that the beer supply will not run out.
Anheuser-Busch InBev is the world’s largest brewer and an official sponsor of the World Cup. A representative told Reuters that “We are experiencing higher demand for beer in Russia, compared to a typical summer period in Russia, which we expected given the energy and excitement of the FIFA World Cup. We have planned and prepared for this scenario to ensure we are delivering beer to our partners at full capacity.”
Heineken responded similarly, also stating it did not foresee any issues in the future.
On the other hand, Baltika, a Russian brewery owned by Carlsberg, admitted to the possibility of a supply shortage but customers haven’t been affected thus far.
Numerous Russian retailers and supermarkets confirmed the increase in demand and need to replenish their store’s supply but were confident that there’s enough beer for everybody.
One fan from Mexico told Reuters that he had enjoyed “Countless beers. Countless. A lot. Many. Plenty.”