AB InBev has announced that this year's Budweiser campaign for the World Cup will be the "largest commercial campaign in the company's history."
Ever heard of the "aggregation of marginal gains"? It's a theory that was used to huge success by Sir Dave Brailsford when he was performance director of British Cycling.
As disappointing as the rejection to support "all pub-goers and beer, cider and perry drinkers" is, perhaps we can still see some rays of hope?
The Logan Rock Inn, Treen, Cornwall, has been named as the first-ever Charity Fundraising Pub of the Year, after 35 years of fundraising by licensees Anita and Peter George.