Fans will not be allowed to buy alcohol around World Cup stadiums, Sky News understands.
The U-turn comes ahead of the tournament’s opening game in Qatar on Sunday.
Qatar had originally ordered Budweiser stands to be less prominent, but now alcohol won’t be sold at all at stadiums.
A source briefed on the decision told Sky News: “These have been long-term discussions, and the overall feeling from everyone involved was that the stadiums need to be for everyone.
“This World Cup is different to others in that a larger number of fans are attending from across the Middle East and South Asia, where alcohol doesn’t play such a large role in the culture. The thinking was that, for many fans, the presence of alcohol would not create an enjoyable experience.
“The fan zones will be different in that some are clearly designated as alcohol-serving, while others are alcohol-free. Fans can decide where they want to go without feeling uncomfortable. At stadiums, this was previously not the case.”
The sale of alcohol is strictly controlled in Qatar, and is only allowed in the Muslim nation within hotel bars and restaurants away from street view.
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It had to relax its alcohol restrictions to allow FIFA sponsor Budweiser to sell its products outside match venues and fan zones.
A tweet from the official Budweiser account on Friday morning simply said: “Well, this is awkward…”
Now Qatar 2022 wants to go even further – at the insistence of Qatar’s Al Thani royal family – amid discussions between FIFA and Budweiser.
An announcement is expected later today, but it is understood that 48 hours before Qatar face Ecuador in the tournament opener on Sunday, fans will be told they cannot buy beer at any games.
It is unclear if alcohol will still be available in corporate areas.
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As one of FIFA’s biggest sponsors, Budweiser has the exclusivity to sell beer at World Cup matches.
Qatar had told fans they would only be able to buy beer outside the stadium bowl itself, but within the perimeter for ticketholders, “three hours prior to kick-off when the gates open and one hour after the final whistle”.
Now, it is understood beer will only be available in alcohol-serving fan zones in Qatar after 6.30pm and drunk fans will be sent to special zones to sober up.
In response to the request to move its outlets, Budweiser owner AB InBev told Sky News: “AB InBev was informed on November 12 and are working with FIFA to relocate the concession outlets to locations as directed.
“We are working with FIFA to bring the best possible experience to the fans. Our focus is on delivering the best possible consumer experience under the new circumstances.”
Footage on social media in recent days shows red Budweiser tents being moved on wheels by staff.
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Qatar World Cup organisers said “operational plans are being finalised” when asked about the change to the location of beer stations earlier this week.
The World Cup Supreme Committee told Sky News: “These plans include venue management teams enhancing overlay requirements for all competition venues. This has a direct impact on the location of certain fan areas.
“Pouring times and number of pouring destinations remains the same across all eight World Cup stadiums.”
