Heineken to the Rescue After Boston's Bars Run Dry for FIFA World Cup
Heineken is the official beer of soccer. So, it was only right that it stepped in when Boston was in the midst of a major beer emergency.
You may have heard that a bunch of Boston bars ran out of beer when the 2026 FIFA World Cup kicked off there this week. Scotland, arriving 20,000 strong, descended on the region, and they were not messing around when it came to guzzling booze.
So much so, tons of bars reported they were running dry.
"We've been here for over 30 years, and we've never seen anything like it," a bar employee told The Boston Globe this week.
Things looked so dire last weekend that one popular taproom needed an "emergency delivery."
But on Friday, Scotland fans had another reason to celebrate, after Heineken stepped in and delivered more than enough beer for the Tartan Army ahead of their game in against Morocco.
Heineken Fan Rescue rolled into Beantown and pulled up directly to the Scottish fan base at bars with beers. Check out the video. Scots were ecstatic about the delivery.
Related: Boston Is Running out of Beer, and One Fan Base Proudly Shoulders the Blame
According to Heineken, this initiative is part of the brand's global campaign, "Fans Have More Friends," rooted in the belief that a shared passion for sports can bring strangers together as friends over a shared fandom. Heineken says they wanted to ensure fans in Boston had the beer they needed to celebrate together.
No town should ever run dry. Heineken to the rescue, indeed.
This story was originally published by Men's Journal on Jun 19, 2026, where it first appeared in the Sports section. Add Men's Journal as a Preferred Source by clicking here.
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This story was originally published June 19, 2026 at 7:23 PM.