The decision comes only two days before games start in Qatar. Non-alcoholic beer will still be available for fans at the 64 matches, a source told The Associated Press.
stadiums on Friday, a sudden U-turn on the deal the conservative Muslim emirate made to secure the soccer tournament with only two days to go before the opening game.
But the vast majority of ticket holders don't have access to those areas; they will be able to drink alcoholic beer in the evenings in what is known as the FIFA Fan Festival, a designated party area that also offers live music and activities. Outside the tournament-run areas, Qatar puts strict limits on the purchase and consumption of alcohol, though its sale has been permitted in hotel bars for years.
The company pays tens of millions of dollars at each World Cup for exclusive rights to sell beer and has already shipped the majority of its stock from Britain to Qatar in expectation of selling its product to millions of fans. While the actual sales at the tournament might not be a significant percentage of the massive company's revenues, the World Cup nonetheless represents a major branding opportunity.
Qatar, which is governed by a hereditary emir who has absolute say over all governmental decisions, follows an ultraconservative form of Islam known as Wahhabism like neighboring Saudi Arabia. In recent years, Qatar has transformed into an ultra-modern hub following a natural gas boom in the 1990s, but it has faced pressure from within to stay true to its Islamic heritage and Bedouin roots. Islam forbids the consumption of alcohol.
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