Description
Finnish craft brewery Olarin Panimo is launching a beer to protest the presence of US Immigration and Customs Enforcement ICE agents at the FIFA World Cup. The ‘Best Served Without ICE’ beer is a statement 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.
A Finnish craft brewery is boldly weighing in on an internationally controversial dispute. Olarin Panimo is launching a beer to protest the presence of US Immigration and Customs Enforcement (ICE) agents at FIFA World Cup events. The ‘Best Served Without ICE’ beer has been developed as a protest against reports that ICE plays a significant role in World Cup security. 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,” says Ville Leino, one of the founders of Olarin Panimo.
The aptly named ‘Best Served Without ICE’ tournament beer is a 4.9% lager. The branding of the beer is made by branding and communications agency United Imaginations.
“Saying out loud what many are thinking”
ICE's presence at the tournament has caused international controversy throughout the spring, and the debate has intensified in the run-up to the competition. According to The Guardian, a US Democratic politician has 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,” says Leino.
This professional campaign titled 'Best Served Without ICE' was published in Finland in June, 2026. It was created for the brand: Olarin Panimo, by ad agency: United Imaginations. This Experiential and Integrated media campaign is related to the Alcoholic Drinks industry and contains 3 media assets. It was submitted 4 days ago.
