For the first time ever, USA House isn’t serving an American beer at the Olympics.
The malt beverages sponsorship category has been vacant for the U.S. Olympic Committee since Budweiser didn’t renew following the 2016 Rio Games, ending a 32-year relationship. Without a replacement, the USOC and its hospitality vendor selected Stella Artois and Kloud, a brand launched in 2014 by Korean distiller Lotte Liquor.
Korean beer Kloud is one of the brands being served at USA House.Ben Fischer
Budweiser had been poured at USA House ever since the USOC first began operating private hospitality homes at the 2002 Salt Lake City Games. As recently as a decade ago, the Anheuser-Busch brand was a major player in the Olympics, at one time sponsoring 30 national Olympic teams and running Bud-branded houses of their own in Turin, Beijing, Vancouver and London.
At a gathering Wednesday night at the house, the change was barely remarked upon by attendees. As pilsners, Kloud and Stella Artois are comparable to Budweiser in taste. However, for a beer that temporarily renamed itself “America” during the 2016 Olympics, the lack of a brand presence at USA House was noted.
Other USOC sponsors had their products out for tasting, including Hershey’s candy and Mondelez-owned Ritz crackers.
