Beer Sales Expected to See Surge During World Cup

Officials from the industry association South African Breweries expect beer sales to increase by about 4%-6% during the World Cup.

While it was difficult to predict how much extra beer would be consumed, it was estimated that SAB would sell an additional 100 000 hectolitres of beer during the five-week World Cup period.

This equates to about 20-million 500ml beers or 30-million 340ml beers.

"This is over and above normal consumption during the June/July period," SAB 2010 marketing manager Alastair Hewitt said in a statement.

Beer sales set to rise during World Cup
Mail and Guardian
March 2, 2010