Budweiser and Fred & Farid Shanghai Open the Bar at Breakfast for World Cup Fans in China

During the 2026 World Cup, Budweiser China partnered with Fred & Farid Shanghai to launch BUDWEISER BREAKFAST BAR, an integrated campaign created in response to China’s unique morning match-viewing reality.

With many matches taking place during the morning in China, fans could no longer gather with friends in bars at night as they had in previous tournaments. Instead, many found themselves watching alone on their phones while commuting or having breakfast.

At the same time, for bar owners hoping the World Cup would help drive footfall and ease business pressure, the shift in match timing made the traditional night-time viewing occasion harder to generate naturally. Meanwhile, in the Chinese market, non-alcoholic beer has yet to build the same mainstream consumption habit as traditional beer, meaning Budweiser Zero also needed a breakthrough occasion that would help consumers understand, accept and actively choose it.

Based on this insight, Budweiser transformed with Fred & Farid Shanghai selected partner bars into BUDWEISER BREAKFAST BARS, bringing the classic night-time football bar experience into the morning. With big-screen live viewing, breakfast pairings, fan gatherings and Budweiser Zero, Budweiser’s non-alcoholic beer, the campaign gave consumers a way to share goals, cheers and toasts with friends and fellow fans before work.

Built around Budweiser Zero, the campaign introduced a series of morning match bundles and special pairings, including Budweiser Zero with French croissants, Budweiser Zero with Chinese jianbing, Budweiser Zero with baozi, and Budweiser Zero coffee specials, bringing the beer ritual of football naturally into China’s real breakfast routines.

To date, the Budweiser Breakfast Bar bundle experience has rolled out across more than 11,000 Breakfast Bar occasions.

With BUDWEISER BREAKFAST BAR, Budweiser not only brought back the shared World Cup atmosphere for Chinese fans, but also created a new morning business occasion for partner bars, while opening a more natural, frequent and social World Cup consumption entry point for non-alcoholic beer in a market still under development.

Source: Fred & Farid Shanghai

  Advertising, Budweiser, Budweiser China, Budweiser Zero, Campaign, China, FIFA World Cup, Footfall, Fred & Farid, FRED & FARID Shanghai, Marketing, OOH, Soccer