England Fan’s World Cup Beer Quest: One Brew from Every Nation

England World Cup beer collector Gus Hully has taken football fandom to a whole new level, embarking on a remarkable journey to source a beer from each of the 48 nations participating in the upcoming FIFA World Cup across the United States, Mexico, and Canada. This ambitious project has transformed Hully—a music industry analyst from London—into something of a legend among collectors, putting him at the heart of a unique tradition that combines the love of football with a global appreciation for brewing culture.

England World Cup Beer Collector Sets an Unprecedented Challenge

Gus Hully’s passion for football memorabilia started years ago, but the idea to become an England World Cup beer collector was inspired by another fan’s failed attempt to collect beers from every competing nation during the 2010 World Cup and Euro 2012. After a missed attempt in 2014, Hully refined his approach and has since completed beer challenges for every major men’s and women’s international tournament since Euro 2016, even extending his quests to events like Eurovision.

The 2026 World Cup, with its expanded roster of 48 teams, presented Hully’s toughest challenge yet. Preparations began in early 2025, long before the final qualification list was confirmed. Uzbekistan’s strong qualifying run was on his radar early, while other countries’ beers posed significant logistical hurdles.

Sourcing Rare Brews from Across the Globe

Hully’s journey to become the ultimate England World Cup beer collector required meticulous research, global connections, and a bit of luck. The easier nations—such as Germany, Belgium, or England itself—were quickly checked off. For others, like Panama, chance favoured him during a holiday in Florida, where he discovered a Panamanian craft brew.

However, some nations made the quest particularly difficult. “Iraq was a headache to figure out,” Hully admits. Ultimately, he secured a rare bottle from a contact in Poland who had travelled to Iraq years ago. For countries where alcohol is restricted—such as Qatar and Saudi Arabia—he turned to non-alcoholic malt beverages brewed with barley malt, closely resembling traditional beer. He even traded rare English beers with international collectors for hard-to-find cans like Qatar’s Fizzin and Saudi Arabia’s Moussy.

Community and Ingenuity Fuel the Collection

Crucially, Hully credits friends and the wider football community for helping him complete the challenge. The Iranian community in Finchley, north London, was instrumental in sourcing Iranian brews, while other friends returned from travels with beers from Curacao, Jordan, and Algeria. At times, he had to think ahead—purchasing beers from countries like Costa Rica and Guatemala before their qualification status was confirmed, just in case he needed them.

After months of effort, the final addition—a non-alcoholic pineapple-flavoured malt drink from Iraq—arrived just two weeks ago. In total, Hully estimates he spent about £250 on the collection, with half of the beers sourced from outside the UK.

What Happens to the Collection?

Unlike many collectors who cherish their memorabilia on a shelf, Hully plans to drink each beer as soon as the corresponding team is eliminated from the tournament. “It’s a toast,” he says, “to their participation and, unfortunately, their exit from the World Cup.” This ritual adds a personal, celebratory touch to his collection, marking both the highs and lows of international football.

The Future of England World Cup Beer Collecting

Although this mammoth task has made Hully reconsider future undertakings—he calls it “too much hassle” to repeat at this scale—he hasn’t ruled out a return for Euro 2028. With only 24 teams, he jokes the next challenge will be easier, unless smaller nations like Andorra or San Marino qualify, which could lead to more beer-hunting adventures.

Like many England supporters, Hully won’t be attending the World Cup in person due to high costs. However, his beer collection ensures he’s part of the global celebration from home.

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Opinion: Celebrating Football Through Culture

Gus Hully’s quest as an England World Cup beer collector is more than a quirky hobby—it’s a celebration of global football culture and community. By sharing a drink in honour of each team, he demonstrates how the World Cup brings people together, not just through the sport itself but also through the diverse traditions and tastes of nations worldwide. In a world that sometimes feels divided, this grassroots project is a refreshing reminder of football’s unique power to connect us all.