Venues that have a TV set and charge clients to view the World Cup matches in their venue, will be expected to apply for a R 50 000 liquor licence, reports Business Report.

The initial announcement by the Department of Trade and Industry about the liquor licence requirements for the World Cup was met with shock, as it sounded as if it was an additional licence that all businesses would have to apply for.  However, it appears that the Department misread FIFA’s rules, and had to backtrack, and clarify that existing liquor licence holders would not have to apply for another licence, if they do not charge an entrance fee to view the matches, and if the viewing event is not sponsored.  

The Department of Trade and Industry is hardly likely to be able to process the applications for such special licences anyway, in time for the World Cup, which starts on 11 June, says the industry.

As far as beer sales go, Budweiser, being a FIFA sponsor, will sell its beer inside the World Cup stadiums, but a no-name brand Castle is expected to be sold in the fan parks, to not clash with Budweiser’s sponsorship.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com