Cervepar brings World Cup excitement nationwide with 'A toast to the bars'

Cervepar is igniting national enthusiasm for the 2026 FIFA World Cup with its "A toast to the bars" campaign, celebrating the vital role of bars and restaurants as gathering places during the tournament. Through its brands Michelob Ultra and Pilsen, the company aims to amplify the excitement across Paraguay.

The campaign will feature extensive support for over 300 "Watch Parties" hosted at partner bars, restaurants, and other venues nationwide. These events will offer fans a shared experience of every match, complete with exclusive promotions. The initiative aims to bring the World Cup's thrill to more Paraguayans, extending from the capital region to cities like Ciudad del Este, Encarnación, and Villarrica.

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Bars have always been much more than places to enjoy a beer. They are spaces where people connect, celebrate, and live unforgettable experiences.

Michelob Ultra is launching a dedicated fan zone, MUL Arena, for the World Cup, promising live match broadcasts, brand experiences, and entertainment. Pilsen, as the official beer of the Paraguayan national team, is partnering with the Paraguayan Football Association (APF) to create Casa Albirroja, a fan zone designed for supporters to celebrate the team's return to the global stage. Hugo Alonso, Cervepar's Director of Corporate and Legal Affairs, emphasized that bars are more than just places to drink; they are crucial for connection, celebration, and creating lasting memories, especially during major sporting events like the World Cup.

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During the World Cup, that magic multiplies and turns these places into spaces where strangers become friends, goals are celebrated together, and memories are created that transcend sport.