When hosting an international rugby tournament and welcoming thirsty fans from around the world, the last thing you want to do is run out of beer.
Rugby bosses have warned host cities about running out of ale, using anecdotes such as when Australian and Irish fans drank the city of Adelaide dry, forcing emergency supplies to be brought in from surrounding areas.
Around two million litres of beer were downed at stadiums and nearby areas during the 2015 Rugby World Cup with rugby fans having a reputation for outdrinking their football counterparts.
Rugby culture “is not widely known in Japan”, admitted a spokesman for the World Cup organising committee, confirming the message was being passed on to host cities.
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He added that hosts were keen to seize on the commercial opportunities and hoped to leave fans with a good impression to entice them back as tourists.
One beer company is a global sponsor for the Rugby World Cup and will be sold at stadiums and other officially sanctioned areas.
The Rugby World Cup opening ceremony is on September 20 with hosts Japan taking on Russia in Tokyo in the opening match. The final will be played in Yokohama on November 2.