Germans Contractually Obligated To Drink Swill

This is not only wrong, it may be a riot waiting to happen.
The Times reports that Budweiser paid $47 million dollars to ensure their Americanized version of beer would be served to German soccer fans during the World Cup.

It is brown-gold and alcoholic but, then, in the scathing verdict of German beer fans, so is paint thinner.
The Germans are furious that Budweiser will be the official tipple for the World Cup, which starts next month. The American lager has secured a near-monopoly of beer sales inside World Cup stadiums and within a 500m radius of the grounds, supplanting more than 1,270 domestic breweries.
And what most upsets the fans is that Budweiser — advertised as the “King of Beers” in the US — fails to meet the ancient German standards for purity, which stipulate that beer can be brewed only from malt, hops and water. Budweiser uses rice in its production process and therefore does not qualify as a beer in the German sense.
Franz Maget, a Bavarian Social Democrat, has entered the fray, calling Budweiser “the worst beer in the world”.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. and wait until the germans find out bud may also try to serve its newly-acquired rolling rock.

  2. the germans are the hosts of the world cup. they have known this for years. ample time then for one of their illustrious beer brands to cough up the necessary green to become official beer of world cup 06. but did they do that? oh no, they wait till the last minute to start carping about medieval beer laws they’ve been boring everyone to tears about for years.
    It’s called capitalism Heinrich. you vill drink our bier und you vill enjoy it! HA!!!

  3. maybe we can strike a compromise. bud will agree to serve german beer at the world cup if germans will agree to use american deodorant.

  4. Bud is evil, they are ruining beer in america and are now trying to do it with the rest of the world. Years of lies and billions of dollars in advertising is what keeps Bud alive.

  5. Bud is cheap. Sometimes cheap is good.

  6. The Germans can say whatever they want, Budweiser is still a worldwide favorite and no German brand outsells it around the world. If dollars are votes, then Budweiser gets more votes than any German beer. Its superior drinkability and refreshing finish don’t translate to swill for most beer drinkers.

  7. Its superior drinkability and refreshing finish don’t translate to swill for most beer drinkers.
    Could you be any more obvious that you’re speaking as an official member of the Budweiser team?
    Let me translate this to blog speak for you…”You can drink a case of the stuff and soccer’s a stupid sport anyway.”