Finnish craft brewery Olarin Panimo is making a bold statement ahead of the FIFA World Cup by releasing a new protest beer called ‘Best Served Without ICE’.
The 4.9% lager is positioned as a response to the controversial deployment of U.S. Immigration and Customs Enforcement (ICE) agents at World Cup events. The brewery aims to highlight concerns about fan safety and the role of immigration enforcement during the international tournament.
A Statement on Human Rights and Sporting Events
Olarin Panimo, known for using its platform to address social and political issues, previously took a stand against Russia’s war in Ukraine in 2022 through special beer branding. With this new release, the brewery is once again weighing in on an international debate.
“Sporting events should be an arena for building community spirit and shared passion, not for intimidation,” said Ville Leino, one of the founders of Olarin Panimo. “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.”
The beer’s branding was created by the agency United Imaginations. The name “Best Served Without ICE” directly references the brewery’s position on the reported involvement of ICE in World Cup security.
Growing Controversy Surrounding the Tournament
The presence of ICE at the event has sparked significant international discussion throughout the spring, with concerns raised by organizations including Human Rights Watch. Reports indicate widespread fear that immigration agents could make arrests at tournament venues.
Over 120 civil society organizations have issued travel warnings for World Cup visitors, and according to The Guardian, at least one U.S. Democratic politician has proposed legislation to restrict ICE arrests during the matches.
Olarin Panimo’s History of Advocacy
The Finnish brewery has a track record of using its products to speak out on human rights issues. In 2022, Olarin Panimo released beers featuring artwork that reimagined the controversial “Z” symbol associated with Russia’s invasion of Ukraine, transforming it 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,” Leino added. “This is our way of saying out loud what many people are thinking.”
About Olarin Panimo
Olarin Panimo is a prominent Finnish craft brewery founded in 2015 in the Olari neighborhood of Espoo, Finland. The brewery’s name and identity are deeply rooted in its origins as a homebrewing project in a garage, where founders — including head brewer and key figure Ville Leino — and friends were inspired by a passion for beer and the vibrant underground culture of Olari, known for Finnish rap, skateboarding, and graffiti. Their slogan “Olarilaista, ehdottoman maanalaista” (“From Olari, absolutely underground”) reflects this streetwise heritage. The first commercial beer, Area 21 IPA, was released in late 2015, and the brewery quickly gained recognition for its innovative approach, producing a wide variety of styles with a focus on quality and creativity.
After starting in Olari and expanding to larger facilities in Otaniemi (Espoo), Olarin Panimo relocated its operations to the historic Konepaja industrial area in Helsinki’s Vallila district. The brewery has grown into one of Finland’s respected microbreweries, producing hundreds of different beers (and some ciders) while maintaining strong ties to its community-focused, counterculture roots. Known for rapid product development, taproom experiences, and social advocacy through its releases, Olarin Panimo continues to emphasize great taste, cultural authenticity, and adaptability as it eyes future projects like a potential experiential center in Espoo.
For more information, please visit https://olarinpanimo.fi/
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