Let them drink beer! Ecuador cuts World Cup lager prices

Noboa made the announcement while inaugurating a road project in Guayas province, one of several coastal provinces that has been rocked by turf wars between rival drug-trafficking gangs.

"We are going to remove the Special Consumption Tax from all beverages consumed in moderation, including beer, during the World Cup. This way, the price of beer will drop by more than 20 percent," he said to applause.

The measure also applies to wine, but beer is the most popular alcoholic beverage in the Andean nation.

Ecuador is preparing to make its fifth World Cup appearance on Sunday when it will take on Ivory Coast.

Wearing the yellow jersey of the national team, Noboa noted that "everyone is already more focused on football than anything else" and predicted that the national team would "go very far."