At the 2026 World Cup in the USA, fans are paying $17 for a pint of the official Michelob ULTRA lager, a price that has sparked outrage among supporters. Express reporter Zak Garner-Purkis, investigating from Miami, found that while the taste is disappointingly average, the context of watching football elevates the experience significantly.
The $17 Pint: A Stadium Staple
Beer prices at the World Cup have been criticised as exorbitant, with fans facing high costs for tickets, merchandise, and refreshments. The official beer, Michelob ULTRA, is sold in cans rather than the plastic cups common in British stadiums, a change Garner-Purkis welcomed. He noted that the cans avoid the soapy taste he associates with UK stadium beer, which he attributes to cloudy plastic glasses that infuse the lager with an off flavour.
Additionally, fans receive a metallic pint cup customised for the event, serving as a souvenir. Garner-Purkis described the setup as giving off a camping vibe but appreciated the memento of the day.
Taste and Value: A Mixed Verdict
Pouring the lager into the metal cup, Garner-Purkis described the taste as cool, refreshing, and disappointingly average. He rated it slightly better than Carling but not a beer he would recommend. The value, however, was rated 1/10, with the reporter calling the price obscene. He noted that a couple of pints before and after a game could cost nearly $100, describing it as daylight robbery.
Despite the poor value, the context of the World Cup setting earned a 9/10. Garner-Purkis quoted Tom Swarbrick from LBC, who said the sound of the first crack of a beer can ring-pull gives a feeling of freedom and opportunity rarely matched. He emphasised that the enjoyment of a pint is heavily influenced by the moment, and watching England play under the Miami sun made the experience worthwhile.
Overall Rating: 7.5/10
Garner-Purkis gave the beer an overall score of 7.5/10, summarising it as a poor beer saved by the football. He rated taste 4/10, value 1/10, and context 9/10, concluding that while the price is disgraceful and the taste average, being part of an incredible moment justifies the cost.
