Anheuser-Busch InBev, the world’s largest brewer is ramping up its spending on marketing initiatives ahead of the soccer World Cup this summer, as strong demand in Europe, Mexico and China buoyed earnings in the first quarter.

Anheuser-Busch InBev is to extend its official beer sponsorship to the 2018 FIFA World Cup Russia and the 2022 FIFA World Cup Qatar. 

Heineken has extended its sponsorship of the Rugby World Cup to remain its official beer supplier and worldwide partner for the 2015 tournament in England.

Wines Of South Africa’s (WOSA) first Sommelier World Cup has been won by an American.

Belgium: The European Spirits Organisation CEPS and The European Forum for Responsible Drinking (EFRD) have teamed up with the Belgian Federation of Wine and Spirits to launch a responsible drinking campaign during the World Cup.

Carlsberg, the official beer of the England football team, has launched its new TV advert in the build-up to this year’s World Cup.

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Nick Strangeway

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