Ecuador President Daniel Noboa cuts beer tax, lowering prices by over 20% during 2026 World Cup

Ecuador President Daniel Noboa announced a temporary removal of the Impuesto a los Consumos Especiales (ICE) on beer and other low‑alcohol beverages for the duration of the 2026 FIFA World Cup. The measure, formalised by Decree 420 on 12 June, eliminates both the specific and ad‑valorem ICE rates for industrial and artisanal beer, reducing the tax to $0 per litre of pure alcohol and effectively cutting retail prices by more than 20 %. The tax exemption will remain in force until 19 July 2026, the day the tournament ends.

Supermarkets have already reflected the change, with six‑packs of popular brands dropping roughly $1–$1.50 in price. Industry groups expect the lower tax to boost sales, with the restaurant sector projecting at least a 20 % increase in revenues and the broader economy anticipating additional sales of up to US$2.3 billion during the competition. The move is intended to stimulate consumer spending and support local businesses as Ecuador supports its national team in the World Cup.