Ecuador's President Noboa announces beer price drop during 2026 World Cup

President Daniel Noboa of Ecuador has announced a significant measure aimed at reducing the price of beer and other moderation beverages during the upcoming 2026 World Cup. The government will temporarily suspend the Special Consumption Tax (ICE) on these products.

The tax relief is set to coincide with the duration of the World Cup tournament and will extend until July 19. President Noboa made the announcement during an event in El Empalme, Guayas province, stating, “To all moderation beverages, including beer, we are going to remove the ICE during the World Cup, until July 19.”

Noboa anticipates that this temporary elimination of the ICE will directly impact the final price of beer, projecting a reduction of over 20% for consumers while the measure is in place. This initiative is presented as additional government support, coinciding with the start of the World Cup and Ecuador's participation in the tournament.

The ICE is a tax applied to specific goods, including alcoholic beverages, with the rate for beer calculated based on the liters of pure alcohol content. Currently, the specific ICE rate for industrial beer is $13.62 per liter of pure alcohol, and for artisanal beer, it is $1.56 per liter of pure alcohol. The temporary suspension is expected to translate into a noticeable price decrease for consumers.

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To all moderation beverages, including beer, we are going to remove the ICE during the World Cup, until July 19.