With FIFA abruptly banning sales of alcohol to the majority of fans attending games at the World Cup in Qatar, it appears that one particular beer is likely to see an explosion in sales (if you can even call it a "beer" that is).
According to the Daily Beast, FIFA has said that Budweiser's non-alcoholic "Budweiser Zero" will be the only brand of beer sold at the stadiums. Given that it'll be the only beer available to fans at the stadiums for the better part of the next four weeks, it's likely to see a ton of sales.
But fans hoping to get their buzz on during the game will be sorely disappointed. It certainly doesn't help that Bud Zero has received mixed reviews for its taste and flavor.
Many fans might not notice that they aren't getting any alcohol until after they purchase it. If the World Cup doesn't label the beers they give out, they'll be pulling a fast one on everyone.
Budweiser, who signed a $75 million sponsorship deal with FIFA to supply beer for the global soccer tournament, didn't seem to happy initially.
In a since-deleted tweet, the company wrote "Well, this is awkward."
It's yet another black eye for FIFA, who have already been dealing with a slew of PR nightmares as their desire for an inclusive tournament clashes with a rather non-inclusive government.
The World Cup begins in just two days.