German beer qualifies for 2006 World Cup

21st December 2004, Comments 0 comments

21 December 2004, HAMBURG - German football fans will be able to drink their home brew at the 2006 World Cup despite exclusive rights granted to the US brewing giant Anheuser-Busch, the organising committee (OK 2006) said on Tuesday. OK vice-president Wolfgang Niersbach confirmed a report from the Bild daily that Germany,s Bitburger brewery had reached a deal with official World Cup sponsors Anheuser-Busch, the US brewing giants. Bitburger will supply beer to fans at the 2005 Confederations Cup and the 200

21 December 2004

HAMBURG - German football fans will be able to drink their home brew at the 2006 World Cup despite exclusive rights granted to the US brewing giant Anheuser-Busch, the organising committee (OK 2006) said on Tuesday.

OK vice-president Wolfgang Niersbach confirmed a report from the Bild daily that Germany,s Bitburger brewery had reached a deal with official World Cup sponsors Anheuser-Busch, the US brewing giants.

Bitburger will supply beer to fans at the 2005 Confederations Cup and the 2006 World Cup. In return, Anheuser-Busch was granted the right to advertise their Budweiser (Bud) brand in German football stadiums.

"Anheuser-Busch were very co-operative in their reaction to the very, very sensitive beer-market of Germany. Bitburger are allowed to serve their beer in the World Cup stadiums, but not to advertise it at the World Cup," said Niersbach.

The deal works in Anheuser-Busch,s favour as well because they finally got a foot into the German advertising market.

A few years ago Bitburger won a lawsuit against them over the issue, with a German court denying Anheuser-Busch advertising in the country because their "Bud" slogan was phonetically too close to Bitburgers "Bit".

Anheuser-Busch initially bought the exclusive 2006 World Cup rights for beer for 40 million dollars from the world governing football body FIFA.

The prospect of American beer instead of a (stronger) German brew had infuriated German fans and brewers.

The deal announced Tuesday comes a few weeks after the German Wine Institute signed a contract with FIFA about the exclusive sale of German wines at the 9 June to 9 July 2006, World Cup.

"The World Cup organising committee is in full support of German brands represented in the (World Cup) market," said Niersbach.

DPA

Subject: German news 

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