Football is not just “the beautiful game”, it is also big business. Not only are the biggest clubs worldwide corporations, but the game is also a money-making machine for other companies. The world's leading beer brewer, AB InBev, has therefore decided to launch its Belgian Beer Café chain in Poland, just in time for the start of the European Football Championship on 8 June in Warsaw.
AB InBev, brewer of Belgian beers like Stella Artois and Leffe – but also of international household brands like Budweiser, Beck's and Brahma – hopes to open up to ten Cafés “in order to keep our project unique”, said Magda Gabryelska to Puls Biznesu. It is as of yet unknown when and where the Cafés would come, but an obvious guess would be the host cities Warsaw, Gdańsk, Poznań and Wrocław.
Spreading the Belgian culture
The Cafés are more up-market than 'regular' pubs, serving up to 45 Belgian beers, plus Belgian cuisine and – of course – Belgian chocolate. With the new chain, InBev aims for another market segment than most of the other brewers competing for football fans' attention, like the tournament's official sponsor Carlsberg.
The first Belgian Beer Café opened in the Netherlands in 1998, and the chain is currently active in 16 countries – including Belgium itself. Most of the Cafés are located in Europe, but the chain has also spread as far as Japan and New-Zealand. The Ukraine, co-host for Euro 2012, already has had Belgian Beer Cafés for years: three in the capital Kiev and one in coastal Odessa.