Ecuador President Noboa Cuts Beer Prices More Than 20% Until July 19

ecuador president Daniel Noboa said Ecuador will lift its tax on moderate beverages until July 19, a move he said will push beer prices down by more than 20% during the World Cup. He announced the exemption in El Empalme during a campaign pit stop.

"We are going to remove the special consumption tax from all moderate beverages, including beer, during the World Cup. This way, the price of beer will drop by more than 20%" Noboa said. The policy covers wine, beer and other drinks Ecuador classifies as moderate beverages, generally drinks with an alcohol content of 5 percent or less.

El Empalme and the World Cup

Government officials said the initiative is intended to encourage consumer spending and support restaurants, bars and neighborhood stores during the World Cup. Ecuador will play Ivory Coast at Lincoln Financial Field in Philadelphia on Sunday, putting the price cut in place as the tournament begins to shape spending in the country.

The measure gives businesses and shoppers a fixed window to plan around. Bars, stores and restaurants selling the covered drinks can pass along lower prices through July 19, while consumers buying wine, beer or similar beverages will see the tax removed at the register for that period.

Ecuador's World Cup run

Ecuador is preparing for its fifth FIFA World Cup appearance after trips in 2002, 2006, 2014 and 2022. Noboa is one of the only world leaders launching an official drive to boost beer sales during the tournament, making the tax move unusual even among World Cup-linked promotions.

The clearest next date in the story is Sunday, when Ecuador faces Ivory Coast in Philadelphia. The tax exemption stays in force through July 19, so the immediate question for businesses is how quickly they can adjust prices while the World Cup is still drawing customers.