Belgian brewing company AB InBev is capitalizing on the 2024 FIFA World Cup to drive growth in China through an innovative retail strategy that enhances both digital and physical consumer experiences. The company’s approach targets soccer fans by offering convenient access to products and creating social environments that align with the emotional highs of live matches.
Fabio Sala, president of Budweiser China, outlined the company’s efforts to integrate real-time retail solutions with fan engagement during the tournament. This includes a 15-minute ice-cold delivery service through instant-commerce platforms like Meituan, designed to meet the needs of viewers watching matches at home or in bars. AB InBev is also introducing 1-liter shareable beer packs, catering to the group-oriented toasting customs typical of soccer celebrations, as well as venturing into snack retail outlets popular with younger consumers.
Soccer remains the world’s most widely followed sport, with Nielsen data indicating that over half of the global population identify as fans. Sala described bars and restaurants hosting match screenings as “living rooms of shared emotion,” emphasizing the communal nature of viewing experiences. The company’s long-standing four-decade partnership with FIFA has historically resulted in noticeable sales increases during World Cup cycles, benefiting distributors and retailers worldwide.
In China, AB InBev is expanding beyond traditional sales channels to include nonalcoholic beer options, accommodating fans who watch matches during daytime hours, a factor influenced by time zone differences between China and tournament host countries. Additionally, the company is piloting a brewery-direct freshness model—initially launched in Wenzhou, Zhejiang province—that offers same-day delivery of freshly brewed beer.
Given the late-night timing of many World Cup matches, much of the viewing activity in China occurs at home. Sala emphasized that AB InBev aims to enhance this experience through tailored product designs and fast delivery logistics, strengthening connections between consumer demand and retail or on-premises partners. Simultaneously, the company is reinforcing the role of bars, restaurants, and urban venues as “community celebration centers” to stimulate local nightlife and economic activity.
The strategy involves transforming partner venues into fan “living rooms,” creating city-wide watch zones, organizing pop-up streets and themed food districts, and developing an integrated ecosystem linking online engagement to offline purchase opportunities. Beyond the World Cup, Budweiser China supports six major domestic soccer leagues, including regional competitions, working with distributors and retailers to maintain fan engagement and demand throughout the broader soccer calendar.