McDonald’s wants to "bring [a] stadium atmosphere" to fans of the Euro 2016 men's soccer tournament by offering free beer with their orders.
In a country-wide, limited-time offer, McDonald’s customers in Austria will be able to enjoy a six-pack of beer from Ottakringer Brewery, a Viennese brand with 5.2 percent alcohol. The promotion will be available to those who order about $22 of food through a delivery service. Austria did not perform well in the first game of the tournament against Hungary, so fans of the national team were potentially able to console themselves with this generous promotion.
Numerous McDonald’s restaurants offer beer, delivery, and several other features and products that are not seen in American franchises. Restaurants throughout various European countries, such as Spain, France, and Germany, have been offering beer for years. In February 2016, a McDonald’s restaurant in Seongnam, South Korea, became the first location in Asia to offer beer to its customers.
In the U.K., beer is not available because it would allegedly ruin the "family-friendly focus" that the chain aims to promote, as reported by the Independent. "We develop our menu based on what our customers tell us they like and want from a visit to McDonald's," states the official website of McDonald’s U.K., as reported by Eater.
Although the free Austrian beer offer states it’s "[for] fans who can’t be in France right now," as Kronen Zeitung reports, France itself is reportedly calling for alcohol bans in the cities that will be hosting matches in the Euro 2016 competition. Violent conflicts between law enforcement officers and fans from France, England, and Russia have urged government officials to take action.
"I have asked for all necessary measures to be taken to prohibit the sale, consumption and transport of alcoholic drinks in sensitive areas on match days and the day before, and on days when fan zones are open," said French Interior Minister Bernard Cazeneuve, according to TIME.
The ban would apply to public areas, liquor stores, and shops near the games, and possibly to local venues that serve alcoholic drinks as well.