US Immigration and Customs Enforcement ICE agents at the FIFA World Cup? Nasty. Internationally controversial. Introducing fear into the joy of the global event. Finnish craft brewery, Olarin Panimo, decided to make a statement about it. That statement is a beer.
Best Served Without ICE beer was developed with branding and communications agency, United Imaginations, a statement as a protest against reports that ICE plays a significant role in World Cup security. on the internationally controversial situation in which ICE forces are feared to arrest people at World Cup events. Olarin Panimo has previously taken a stand against Russia’s war in Ukraine through its beer branding.
There is widespread fear that ICE forces will arrest people at tournament events. Numerous organisations have already expressed concern, including the international human rights organisation Human Rights Watch.
“Sporting events should be an arena for building community spirit and shared passion, not for intimidation. At Olarin Panimo, we want to uphold the safety of all fans at the FIFA World Cup and we oppose the presence of US immigration enforcement at tournament events,” stated Ville Leino, one of the founders of Olarin Panimo.
Best Served Without ICE tournament beer is a 4.9% lager, and saying out loud what many are thinking.
ICE’s presence at the tournament caused international controversy throughout the spring, and the debate intensified in the run-up to the competition. According to The Guardian, a US Democratic politician even proposed a law that would prohibit ICE from making arrests in connection with World Cup matches. In addition, over 120 civil society organisations have jointly issued a travel warning for World Cup visitors.
In 2022, Olarin Panimo was among the companies that opposed the use of the Z symbol associated with Putin’s invasion of Ukraine. The brewery released a beer whose labels featured artworks by artists depicting the Z symbol. The aim was to transform the meaning of the hostile symbol into an hourglass representing equality.
“We are a small brewery, but we have never been too small to speak up when human rights are being violated. This is our way of saying out loud what many people are thinking,” Leino added.
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