Beer sales are expected to rise by up to 6% during the 2010 Soccer World Cup, South African Breweries (SAB) said on Tuesday.
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.
“We are preparing for an increase in beer sales of about 4% to 6%.
“Our plans are in place to accommodate this increase, so football fans can relax, there will be plenty of beer,” said Hewitt.
With an estimated 450 000 visitors expected to visit the country during the period, SAB said it was finalising detailed plans to make sure the country was well stocked.
“Last year SAB brewed about 25-million hectolitres of beer, and the company tends to see an increase in demand in the summer months [November, December, January] while the winter months [June, July, August] tend to be slower.”
The company added that it had taken incoming visitors and their thirst levels into consideration, and had built in additional stock for South Africans.
“As a result, SAB is confident it has more than enough capacity to host the additional visitors who are expected for the World Cup, as well as any increase in per capita consumption by South Africans.”
The company said it would increase its brewing in April and May ahead of the event to ensure there was reserve stock.
It would also ensure that the taverns en route to and from stadiums were well-stocked.
“There will be refrigerated vans with stock on standby in key match areas to replenish fridges and ensure that thirsty fans can always get an ice cold beer.”
All seven of SAB’s breweries would be well-equipped to manage any shortages.
“Dedicated telephone numbers will be set up whereby customers can dial in should they require emergency supplies,” SAB said. — Sapa