Wouldn't that be awesome if exclusively-favored beer was released specially for every major international event in cans decorated with event logos?
Each of the participants would enjoy these events twice more if provided with special free beer and chips; they would associate its special taste (and probably coloring) with the event, plus those attending many of these events could collect the unique beer cans in order to preserve their memories fresh and demonstrate their impressive collections to their friends
Custom beer in special cans with logos could also be produced for promoting local night-clubs, bars and even universities.
Just imagine special Zeppelin beer served at Zeppelin rock-club, Kaliningrad State University beer only available to KSU students, Blue Baltics beer served exclusively at Blue Baltics sea-side resorts etc.
I don't think such customly-designed beer would be expensive to produce in series and its marketing effect would be absolutely immense,