Heineken expects 70% revenue jump during Rugby World Cup
The firm producing and distributing Heineken wine in Japan announced that Tuesday, September to November, it will see a annual revenue increase of about 70% when the nation will host the Rugby World Cup.
Heineken Kirin KK, an subsidiary of Kirin Holdings Co., considers beer supply to rise because of the many rugby enthusiasts who are going to attend the game from abroad. Heineken is the formal Rugby World Cup drink supplier.
Rugby World Cup promoters claim that sport and beer are “ideal” together, because in rugby games beer consumption appears to be greater than in other athletic activities.
In September, Kirin Brewery Co. intends to increase Heineken brewery output by some 80% from a year ago.
“We’re not going to attempt to operate out of inventory regardless,” said the company.
The Dutch brewer Heineken NV has the right to sponsor the Rugby World Cup, which takes place nationally in towns from September 20 to November 2.