Gus Hully, a self‑declared soccer aficionado based in London, turned the 2022 World Cup into a personal pilgrimage, opening a bottle of beer each time a team was eliminated.
A Global Hunt
The endeavor cost him $335 and resulted in a eclectic mix of brews, ranging from classic ales to non‑alcoholic malt drinks, each representing one of the 48 nations that competed.
Stumbling Over Scarcity
Finding a suitable drink from certain markets proved tricky. He struggled to locate beers from Iraq, Qatar and Saudi Arabia, regions where local production is limited or heavily regulated.
To overcome these gaps, Hully turned to trade. He swapped rare English ales for a can of Fizzin from Qatar and a bottle of Moussy from Saudi Arabia, securing the missing pieces of his collection.
Future Brews
Looking ahead, Hully plans to repeat the challenge for the 2028 World Cup, which will feature 24 teams. He hopes the next round will bring new flavors and perhaps even more inventive trades.