Ditching the 'Dishwater' Eastern German Beer Scores with World Cup Sponsorship

In 2006, German football fans put up a fight when it was revealed that the American beer Budweiser would be the official brew of the World Cup. This time around, InBev is in charge, and fans in South Africa will have the option of imbibing the little known eastern German label Hasseröder.
Von Christopher Lawton
An English World Cup fan slaking his thirst at a 2006 match in Germany.

An English World Cup fan slaking his thirst at a 2006 match in Germany.

Foto: MARKUS SCHREIBER/ AP